The company has begun approaching agencies but the process is in the early stages and a brief has yet to be issued. The review is being led by Neil Scaife, More Th>n's head of marketing and communications, who is contacting agencies directly.
Pitches are set to take place in mid-September.
CCHM:Ping, which has held the account for three years, created the television ads based on the "more than Lucky" idea, which was originally developed by Ogilvy & Mather for the brand's launch in 2001. However, the brand's relationship with O&M was shortlived - the two parted company in 2002, citing creative differences.
The creative review comes after the appointment of the VCCP-backed start-up Stephens Francis Whitson to More Th>n's £10 million direct marketing account last month. Universal McCann handles More Th>n's media planning and buying.
Scaife was unavailable for comment.