Carat UK wins consolidated VodafoneThree media account

Global media agency Carat UK has been appointed to oversee all media planning and buying for VodafoneThree from February 2026, following the merger of Vodafone and Three earlier in 2025. The decision unifies media duties for the combined business under one agency, marking a major consolidation within the UK’s largest mobile network operator.

The dentsu-owned agency will manage the VodafoneThree consumer portfolio, which includes Vodafone, Three, VOXI, SMARTY and Talkmobile. Carat will handle media investment across all channels, working with VodafoneThree’s in-house biddable teams to support growth in the highly competitive UK mobile and broadband market.

Carat strengthens telecom portfolio with VodafoneThree

Mike McCoy, President, Carat UK: "We're thrilled to welcome Three into Carat and to consolidate the media for both Vodafone and Three under one roof. This is a tremendous vote of confidence in our team's strategic capabilities and our ability to drive results in one of the UK's most dynamic and competitive categories. We look forward to partnering with the Vodafone and Three teams to accelerate growth and deliver further award-winning work."

Maria Koutsoudakis, Chief Brand Officer, VodafoneThree: "We are delighted to extend our partnership with Carat UK, now to cover the full breadth of the VodafoneThree consumer brand portfolio. Being able to consolidate and work with Carat to optimise our media spend across Vodafone, Three, Smarty, VOXI and Talk is a key building block in our marketing strategy. Carat have proven themselves to be a strong partner, and having recently retained the global Vodafone media account, this extension of their responsibilities in the UK is an exciting new chapter in our partnership."

The VodafoneThree media account will be managed by Carat’s UK team from its London headquarters.

www.carat.com

www.vodafonethree.com

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