Vodafone has awarded its hotly contested €914 million global media-buying account to incumbent provider Omnicom Group's OMD.
The move to a centralized global media planning approach is the first attempt for the carrier since it became a global player, Traditionally it has juggled a complex roster of global agencies with OMD having handles the bulk of Vodafone's media business throughout Europe.
The centralized global media planning contract will cover 20 international markets, including Europe, Middle East and Asia-Pacific markets.
The review didn't include the US, South Africa or Australia. Vodafone's Australian business, which is the process of being merged with Hutchison's 3, last month appointed local media agency Ikon to handle the combined €32 million media business for the carriers.