The agency picked up the account following a four-way pitch against Abbott Mead Vickers BBDO, JWT and St Luke’s. The process was handled by the AAR.
Publicis will now be briefed with producing an integrated campaign that will cover both consumer and health care advertising.
The incumbent on the account was Euro RSCG Life, which was asked to re-pitch but was knocked out an earlier stage.
The media, which is handled by mediaedge:cia, is unaffected by the review.
SMA is the market-leader in the baby milk category with a 45 per cent market share.
Publicis refused to comment on the appointment.