Taking digital media buying in-house with Vodafone

Objectives

As one of the world’s largest telecommunications companies, Vodafone wanted help bringing much of its digital media buying in-house. The company also sought guidance on how reviewing its supplier chain could help to deliver its in-housing ambitions.

Our Approach

We designed a process that allowed Vodafone to be transparent about its in-housing goals and ask agencies to suggest how they would help them achieve this. The process enabled them to understand:

1. The role they would play in Vodafone’s drive to in-housing.
2. The commercial impacts Vodafone was looking to secure.
3. How they could demonstrate their strategic and consultancy skills.

Business Impact

The process secured full co-operation for Vodafone from the agencies in the pitch process – including Dentsu Aegis which won the contract. It allowed agencies to approach remuneration in a completely new way and demonstrate capabilities beyond simply pricing.