The appointment follows a competitive pitch that is understood to have included four agencies.
Since 2016, Morrisons has used two agencies for its consumer PR: The Academy for the brand work, and Cirkle for product PR. The Academy's new brief combines the two.
Morrisons and The Academy declined to comment.
Cirkle chief executive Ruth Kieran said: “Though we decided not to participate in the pitch process, we’ve loved our time working with such a fascinating, fast-moving and commercial business which places feeding the nation at its heart. We’re really proud of the many standout product innovations and news campaigns we’ve delivered over the last four years, with PR described as the ‘leading light’ of the Morrisons marketing function because of the impact our work had on sales. We wish The Academy and Morrisons teams every success on the next stage of their journey.”
PRWeek reported in August that the work had been put out to pitch, with Ingenuity London helping Morrisons with the agency selection process.
Last week PRWeek revealed that The Academy had hired Chris Hides, managing director of M&C Saatchi Talk, in the same role.
