UK-based telecom giant Vodafone has consolidated a large portion of its creative assignment with Publicis Groupe, which will handle the account for the flagship brand and five operating companies globally and across local markets in Europe, the Middle East and Africa. 

The client previously worked with multiple agencies on the account. 

Vodafone said that Publicis will dedicate a hand-picked team of creatives, analysts and account leaders to work exclusively with Vodafone “driving a new level of brand consistency, distinctiveness and creative excellence.” 

The client also indicated that it will be the only telecom operator to access Publicis’ AI-driven content creation platform Leona in selected European operating markets. The platform will enable Vodafone to tap into a simulated audience of 70 million telecom identities, created using agentic AI, to generate real-time, insight-driven creative content. 

The Leona platform will enable Vodafone marketers to connect with content creators and influencers to develop AI-led creative and deliver what it called “hyper-personalized marketing experiences to consumers and businesses at scale and speed.” 

Anne Stilling, Vodafone Group's brand, insights and CXX strategy director, said: “This is the latest step in our strategy to invest in our brand and deliver business growth. With Publicis on board we have a fusion of human and artificial intelligence across our markets that will set Vodafone apart by delivering groundbreaking hyper-personalized, relevant and engaging marketing for our customers.”