Carat’s “imaginative media selection and plans for a branding campaign as well as its robust network and strong team” have secured the worldwide media planning/buying account for the telecom titan’s new global branding strategy, according to Vodafone executive board director Thomas Geitner.

Carat won the business after a three-way tussle with OMD UK and Universal McCann, a win that follows the handing of Vodafone’s creative business to McCann-Erickson Worldgroup [WAMN: 3-Oct-00]. Carat will work alongside local media shops on the global branding project.

Says Geitner: "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."

The value of the business was unstated but is thought to run into "millions".

News Source: CampaignLive (UK)