According to sources, Publicis is still waiting for the win to be confirmed by the client but JWT, the other finalist in the pitch, is no longer in the running.
Mullen Lowe London was the incumbent on the account and had worked with the supermarket for nine years, but it did not re-pitch for the business. Mullen Lowe was forced to fight to keep the business in 2013, when Morrisons called a review, and beat M&C Saatchi and Adam & Eve/DDB in a pitch.
After sacking Dalton Philips in January 2015, Morrisons hired the former Tesco executive David Potts as its new chief executive in March, and Potts was tasked with whipping the struggling company back into shape.
JWT, Publicis and Morrisons refused to comment.