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Carat has won the pounds 70 million UK media planning and buying account for Vodafone after a final pitch against the incumbent, OMD.
The agency will now handle all on- and offline media for the company, apart from the search marketing account, which has been handed to the search specialist Greenlight.
The move brings to an end Vodafone's 12-year relationship with OMD. The other competing agencies - MPG, Universal McCann and Walker Media - were knocked out at the chemistry …