Vodafone Cuts to GroupM, Dentsu Aegis Media Agencies

Incumbent OMD is out

Vodafone is down to two finalists in its global media agency search: A WPP GroupM team, led by MEC, and a Dentsu Aegis network effort, fronted by Carat, sources said.

Earlier this month, Omnicom’s OMD, the incumbent on the telecommunications giant’s media planning and buying business, was eliminated from the review which first publicly surfaced in January.

Reps at those agencies and holding companies declined to comment.

In 2009, Vodafone consolidated its global media business with OMD, which had already handled an estimated 80 percent of the account. As was the case in the current review, OMD went up against Carat and a WPP Group Vodafone team in that previous search.  At the time Vodafone's global media and spending was estimated at $1.3 billion.


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