Carat UK has been appointed to handle full media planning and buying for VodafoneThree from February 2026, consolidating media investment across the UK's largest mobile network operator.
Carat has been appointed as the media agency for Three Mobile, with the account moving to the dentsu agency from 1st February 2026, consolidating media duties for both Vodafone and Three Mobile under Carat UK.
Following the merger of Vodafone and Three earlier in 2025, VodafoneThree has become the UK's largest mobile network operator, representing a significant consolidation of media investment across the combined business.
The VodafoneThree consumer brand portfolio includes Vodafone, Three, VOXI, SMARTY and Talkmobile, with all brands now managed by Carat. We will be responsible for media planning and buying across all channels, working closely with VodafoneThree's in-house biddable teams to drive growth and market share in the highly competitive UK mobile and broadband sector.
Mike McCoy, President of Carat UK, said: "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 at VodafoneThree, responded: "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.
