Vodafone Group has renewed its media buying partnership with Carat, a dentsu agency, following a competitive review. The renewed contract spans three years, starting 1 January 2026, and covers 11 key markets across Europe, the Middle East, and Africa (EMEA).
The deal extends a six-year relationship between Vodafone and dentsu. Under the new mandate, Carat will continue to manage media buying for Vodafone and VOXI across markets including Germany, the UK, Ireland, Romania, Portugal, Czechia, Greece, Turkey, Albania, Egypt, and South Africa.
Beyond media buying, Carat will also support Vodafone in further developing its in-house media capabilities, reflecting a shift in the partnership’s scope-from a service provider to a media-led transformation partner.
The renewed mandate also signals Vodafone’s intent to deepen its media strategy by leveraging dentsu’s expertise in data, AI, and audience insights. Together, they aim to scale custom solutions that deliver innovation and measurable business outcomes.
Anna Campbell, Global Managing Director & Global Client President, Carat, said:
“Securing a third consecutive term with Vodafone is both an incredible milestone and a powerful endorsement of the results we have achieved together. This win reflects the strength of our long-standing relationship, our shared vision for media-led transformation, and the depth of talent across our global network. We look forward to continuing to innovate, leveraging our Media++ capabilities.”
The partnership reinforces Carat’s position as a trusted global agency partner for large-scale, integrated media solutions.
