LIDA secured the business a year ago, following a four-way pitch against Tequila, Partners Andrews Aldridge and Joshua.
Partners Andrews Aldridge, which currently handles the business-to-business direct marketing account, will now take on responsibility for all of Vodafone's below-the-line marketing.
The decision follows a number of personnel changes in Vodafone's marketing department, including the exit of the chief marketing officer Tim Yates, head of marketing Dominic Chambers, and Richard Broadbent, the head of direct marketing, all of whom departed this year.
A spokeswoman for Vodafone confirmed: "We have terminated our contract with LIDA and we have consolidated the business into our existing business direct marketing agency.".jpg)
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