The review, handled by the AAR, also involved Burkitt DDB and Miles Calcraft Briginshaw Duffy.
The household appliances manufacturer is preparing to relaunch its brand and is thought to be increasing its marketing spend over the coming year in a bid to boost sales. The new campaign is likely to use TV advertising.
BDH\TBWA has been briefed to develop a campaign for a new vacuum cleaner.
The work is expected to carry a strong overall brand message for Morphy Richards.
BDH\TBWA replaces the Leicester-based ad agency Big Communications, which held the account for nine years. It repitched but did not make it to the final round. The review, which was announced in January, was run by Morphy Richards' marketing director, Chris Thompson.
Brilliant will continue to handle Morphy Richards' media planning and buying.
Recent marketing activity for Morphy Richards has included a tie-up with the digital radio consortium MXR aimed at boosting sales of DAB radios.