The move is likely to see the consumer PR brief, which has been held by 3 Monkeys for the past four years, divided into two: one focused on product PR, and the other on branding.
PRWeek understands that Morrisons has put together a shortlist of agencies that it will be contacting this week. 3 Monkeys is expected to repitch.
Morrisons is thought to be happy with the work done by 3 Monkeys, with the latest move coming as the company reviews a number of agency relationships, including its advertising and in-store marketing rosters.
Morrisons has had a difficult year in 2015. In April the group announced 720 jobs are to go at the company’s head office in Bradford under new CEO David Potts, following a 52 per cent fall in full-year profits.
However, Morrisons outperformed rivals Tesco and Asda in the past few months, according to new research by Kantar Worldpanel. Sales at Tesco and Asda both fell 3.4 per cent in the 12 weeks to 6 December, against a two per cent decline at Morrisons over the same period, which also saw the latter sell 140 convenience stores.
Morrisons' financial PR account is handled by Citigate and is not being reviewed.
The supermarket group declined to comment.