British telecom services company Vodafone has opted to retain Dentsu’s Carat for non-digital media services for 15 of the company’s markets in Europe and Africa, including the U.K.
The decision followed a formal review.
Media expenditures by the company in the EMEA region last year totaled $680 million, with about 38% allocated to digital, according to agency research firm COMvergence. Expenditures in the UK were $112 million.
Precisely how much spending Carat will manage was not immediately available.
Vodafone issued this statement: “As part of our regular review of its supplier relationships, we have agreed to a new term of engagement with Dentsu. We welcome our continued collaboration with them as our media buying agency.”