The Week: Vodafone shifts global strategy work from BBH to WPP

Vodafone has moved its global strategy account out of Bartle Bogle Hegarty and into Team Vodafone, a collaboration of WPP agencies that will be led by JWT.

It picked up the business following an "informal internal review" against BBH and McCann Erickson, also a roster agency.

Team WPP will now be responsible for creating Vodafone's global brand strategy.

A spokeswoman for Vodafone said: "The creative will still be handled country by country, but WPP will be responsible for creating a cohesive strategic global direction for those agencies."

BBH will continue to work on the account in the UK. It picked up the £47 million UK business in 2006 following a pitch against JWT. Both agencies were added to the global Vodafone account in 2004 with JWT handling domestic advertising, while BBH had responsibility for pan-regional strategy and creative.

Vodafone recently appointed Carat to its UK media planning and buying business.