Vodafone has confirmed that it will centralize its global media planning contract with one agency in a deal worth €914 million ($1.30 billion) and covering 20 markets.
The carrier is believed to be poised to make the announcement with WPP widely regarded as the agency securing the deal.
The move to a centralized global media planning approach is the first attempt for the carrier since it became a global player and has traditionally juggled a complex global agency roster. OMD currently handles the bulk of Vodafone's media business throughout Europe.
The global media pitch has excluded Vodafone's minority subsidiaries, Verzion Wireless, SFR and Vodacom.
Meanwhile, Vodafone's Australian business, which is the process of being merged with Hutchison's 3, announced that the merged company --Vodafone Hutchison Australia -- has appointed local media agency Ikon to handle the combined €32 million media business for the carriers.
Hutchison Australia this week announced that its merger with Vodafone Australia had allowed it to post a €325 million first-half profit.