One2One is to stop advertising on the internet and spend the money instead on its own web content.
Clent Richardson, the new marketing director of One2One, said the small proportion of the company's £35m advertising budget being spent on the internet did not "add anything to One2One's proposition".
He said the company would look increasingly towards providing quality content for its customers over the internet.
One2One's parent company, Deutsche Telekom, also owns the German mobile internet service T-Mobile.
T-Mobile is being increasingly integrated into One2One's UK offering, giving customers access to email, news headlines, sports results as well as services such as pop music clips and gossip.
In an interview with MediaGuardian.co.uk, Mr Richardson, who joined from Apple Computer in the US, said future advertising for the brand would build on the "Life is made of One2Ones" slogan that replaced the "Welcome to your world" catchline.
The latest advertising stars the the British-born film star, Gary Oldman.
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