TBWA has resigned the £25m account for Muller Dairy.

Late last year, Muller Dairy appointed Lee Rolston as UK marketing director. Soon after, ad agency TBWA London was selected to help Rolston find a new creative direction for the brand. The result was a huge (and expensive) autumn TV ad campaign that featured cartoon characters such as Yogi Bear and Mr Men.

In theory, that should have made for a great year. But a shift of strategy at the top end of Muller saw Rolston lose his job in November. Now, seemingly in response to his departure, TBWA has resigned the £25m account.

TBWA will stay on for a short time until a new agency is appointed. Meanwhile, Ronald Kers, formerly of Nestle, has been given overall responsibility for the UK business.