- Carat International has clinched the media planning for Vodafone's new global brand advertising account, following a pitch against OMD UK and Universal McCann.
Carat's appointment follows hot on the heels of McCann Erickson's appointment to handle the mobile phone company's new global branding initiative as it seeks to consolidate and build its presence in the competitive mobile phone market.
With the global branding Carat will work alongside local media agencies which will continue to handle buying for Vodafone. This appointment will not affect the company's relationship with incumbent agencies for its local tactical advertising, with OMD UK continuing to work on the media planning and buying for the UK.
Thomas Geitner, Vodafone Group's executive board director, who handles the company's global branding, said: "The appointment of our first pan-European media planning agency is part of our strategy to establish a strong global brand and position ourselves as the world's leading mobile multimedia company."
He added that Carat was appointed because "of its imaginative media selection and plans for a branding campaign as well as its robust network and strong team."