The move comes five years after Vodafone’s last global review in keeping with good corporate practice, and following the advancements in the media and digital landscape, a Vodafone spokesperson told Campaign Asia-Pacific.
All the incumbent media agencies, including its global media agency OMD, will continue to provide services until further notice, the spokesperson added.
Vodafone appointed Omnicom's OMD to handle its US$1.32 billion global media planning and buying business in more than 20 markets in August 2009.
In Asia Pacific, Vodafone Australia moved its media buying business, which was estimated to be worth US$19.9 million, from Ikon to independent media agency Bohemia last December.
The Australian arm has been struggling to reconnect with its customers. It has lost an estimated 1.5 million customers over the past two years.
Last September, the telco launched a multi-million-dollar campaign ‘Discover the new’ to establish a new visual brand identity, showing the brand’s commitment to make positive changes to its business.