The brief covers consumer and healthcare advertising, and will require agencies to produce an integrated campaign for the SMA brand.
The pitch process is being handled by the AAR. SMA's creative account is held by Euro RSCG Life, which will repitch. Media, which is handled by Mediaedge:cia, is unaffected by the review.
Sarah Wood, the SMA marketing director, said: "We've had very successful ten-year relationship with Euro RSCG Life, but in a very competitive market, we need to make sure we've got the best of everything and that we're resonating with today's parents."
SMA's current marketing activity focuses on its SMA Progress brand, advertised in press ads and on TV in the "take good care" campaign. UK advertising legislation forbids baby-milk manufacturers from advertising products aimed at babies.
SMA is the market-leader in the baby milk category with a 45 per cent market share.