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Scholz & Friends Snags Vodafone Germany From WPP

$170 million Account Is Said to Be Biggest German Pitch of the Year

By Published on .

NEW YORK (AdAge.com) -- Resolving what's believed to be the biggest ad review in Germany this year, Scholz & Friends has won Vodafone's massive brand communication account, following a review, according to a statement from the agency.

Scholz beat out a WPP effort that involved three agencies, among them incumbent JWT, which has a huge chunk of Vodafone's business. Scholz is an independent network that has an alliance with Interpublic Group of Cos.' Lowe Worldwide.

Vodafone, the largest mobile telecom network in the world, said it's the first integrated telecommunications provider in Germany with "mobile communications, fixed network, internet and data services solutions." The forthcoming campaign will likely tout those capabilities and is expected to launch in the summer. The account is said to be worth $170 million, according to local press reports.

The decision comes just a few days after Vodafone shifted its global brand strategy duties from Publicis Groupe-backed Bartle Bogle Hegarty to WPP. Bartle Bogle retains the U.K. brief.

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