Supermarket chain Morrisons will be reviewing its advertising agency account as it looks to address the changing role of supermarkets in consumers’ lives.
Morrisons has been working with Publicis since 2016, with the agency taking over from MullenLowe London. The ‘big six’ agency group has since merged with Poke and Arc in 2019 to create Publicis.Poke, Morrison’s current agency of choice.
The agency helped create the “Make good things happen” brand positioning and also produced the “Farmer Christmas” campaign.
Morrisons told Campaign Live that the agency review is in its early stages and that it has invited the ‘big six’ agency to pitch for them once more.
The news comes days after it was officially announced that Aldi had overtaken Morrisons as the UK’s fourth largest grocer.
AAR is helping to manage the creative review.
To receive a daily dose of agency-related news subscribe to our FREE daily newsletter
“We have been working with our partners at Publicis.Poke for seven years and are proud of the work we have produced together,” Morrisons chief customer and marketing officer, Rachel Eyre, said.
“A lot has changed for our customers during that time and as we continue to focus on delivering for them, we feel now is the right time to review the market and make sure we are working with the very best strategic and creative partner.”
The news comes just hours after Publicis Groupe announced that it had made several leadership appointments to ‘further reinforce’ its global teams.
