Vodafone Calls Global Review, Spelling Media Headache For WPP

Edinburgh, Scotland, UK - Pedestrians passing a Vodafone store on Princes Street in central Edinburgh.

Global telco brand Vodafone is reportedly reviewing its global media account, after already taking most of its planning and buying in-house.

The account, currently held by WPP’s Wavemaker, is believed to be worth somewhere between £400-600m ($AU731 million to $1 billion).

The move threatens Wavemaker, which won the telco’s brief in 2014 as MEC, prior to the Maxus merger.

Last year, Vodafone took most of its digital media buying in-house, and currently has internal digital teams serving 11 of its 25 markets.

It is believed the brand is looking to appoint a single agency to handle the brief, with WPP one of the handful of networks invited to pitch.

Vodafone said in a statement it is “undertaking a planned periodic review of its media buying contract in line with good corporate practice.

“We have also significantly in-sourced this activity since the start of the current contract. WPP, our existing supplier, has been invited to re-pitch along with a selection of other large media buying agencies.”

The global review covers major markets such as Australia, the UK, India and Spain.

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