Vodafone has awarded Publicis Groupe a major creative mandate that brings together its flagship brand and five operating companies under a single agency partnership spanning Europe, the Middle East, and Africa.

The telecommunications company, which previously distributed its creative work among several agencies, now adopts a consolidated approach that it says will deliver greater brand consistency and creative excellence across its markets.

A Shift Toward Centralized Creative Structure

The partnership marks a strategic shift from Vodafone’s previous multi-agency model to a more centralized creative structure designed to ensure coherent brand messaging across diverse geographic markets.

Additionally, a distinctive element of the partnership gives Vodafone exclusive access to Publicis’ artificial intelligence platform, Leona, making it the only telecommunications operator to leverage this technology in select European markets.

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AI-Driven Creative Capabilities

The Leona platform utilizes agentic AI to create a simulated audience representing 70 million telecom user profiles. Consequently, this capability enables Vodafone’s marketing teams to generate creative content informed by real-time consumer insights and behavioral data.

The technology also facilitates collaboration between Vodafone marketers, content creators, and influencers to develop AI-assisted campaigns. According to the company, this will enable the delivery of highly personalized marketing experiences to both consumer and business audiences at unprecedented scale and speed.

Strategic Investment in Brand Growth

Anne Stilling, Vodafone Group’s Brand, Insights and Customer Experience Strategy Director, framed the partnership as part of a broader growth strategy. “This is the latest step in our strategy to invest in our brand and deliver business growth,” she stated.

Furthermore, she added that with Publicis on board, the company now has a fusion of human and artificial intelligence across its markets that will set Vodafone apart by delivering groundbreaking hyper personalized, relevant, and engaging marketing for its customers.