The move ends a seven-year relationship between UIP and the WPP-owned Mediaedge:cia.
The media auditing firm Billetts oversaw the review, which was called in September. OMD and MediaCom were also involved in the pitch process.
The loss of the account follows this week's Campaign Media Awards at which Mediaedge:cia won a commendation for its work on the 'Jackass: The Movie' campaign.
"I'm very disappointed but have managed costs so that it will have a minimal impact on our staff, all of whom have done such great work for UIP over the years," said Rob Norman, the chairman of Mediaedge:cia.
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This article was first published on Campaign