Morrisons awards £22m advertising business to DLKW

LONDON - Morrisons has handed its £22m creative account to Delaney Lund Knox Warren & Partners following a final three-way pitch shoot-out against Leo Burnett and Euro RSCG London.

The three-year incumbent, BDH/TBWA, was ruled out of the running in July. Lowe also competed at an earlier stage. The pitch was handled by the AAR. 

BDH/TBWA produced the current 'More reasons to shop at Morrisons' campaign, which was designed to help the brand enter the south of England market following its acquisition of Safeway in 2004. The campaign featured the voice of 'Lord of the Rings' actor Sean Bean. 

The agency won the account in 2003, displacing Cheetham Bell JWT, the previous incumbent of six years.

Morrisons posted its first loss in its 107-year history in March, after issueing five profits warnings. It reported a pre-tax loss of £313m.

DLKW and Morrisons did not return calls.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.