Dentsu agency Carat has retained the media buying account for European telecom giant Vodafone across Europe, the Middle East and Africa (EMEA), with an extended three-year contract starting in January.  

The renewal follows a competitive review. Other competing agencies were not immediately identified. For Carat it’s the second successful defense of the business following its retention three years ago. 

Carat will buy advertising media across 11 EMEA markets: Albania, Czechia, Egypt, Germany, Greece, Ireland, Portugal, Romania, South Africa, Turkey and for the Vodafone and VOXI brands in the UK. Carat will also continue to support Vodafone’s ongoing efforts to bring more media buying in-house. 

Anna Campbell, Carat's global managing director & global client president, said the 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.”