The agency has not confirmed exactly how many jobs will be lost, but it is believed to be around 40. The losses will be spread across all departments and are likely to reach senior account handling level.
Publicis was the incumbent on the 拢14m Muller business for five years, but was not invited to repitch for the account.
Andrew Harrison, Muller Dairy managing director, said: "I wouldn't say Publicis is happy but we've tried to play it straight with them. The agency has done a lot of good work for us over time. Now we want to see if anybody has any better ideas."
TBWA won the Muller creative account from Publicis, which had held it since 1999, to create the brand's first masterbrand-style advertising campaign.
Allied Bakeries had worked with Publicis since 1996, but called a review in October last year.
It held discussions with Clemmow Hornby Inge, HHCL/Red Cell and Delaney Lund Knox Warren before narrowing it down to JWT and Publicis. JWT later won the account, worth between 拢5m and 拢6m a year.
Publicis also lost an account to DDB London, which triumphed in a five-way pitch to handle Anadin, Wyeth Consumer Healthcare's leading analgesic brand.
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