Vodafone has shifted its global strategic brand business from BBH to WPP.
BBH will retain the UK strategic brief for the mobile phone giant.
WPP's Team Vodafone group has worked on a variety of disciplines for Vodafone, alongside BBH and McCann Erickson.
Vodafone said there was no formal pitch for the business, but that it wanted ‘fresh thinking' and launched an internal review.
Vodafone recently moved its UK media buying from OMD to Carat.
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