DLKW won the pitch to communicate the 'quality and service' message of the supermarket chain,  the UK's 4th largest with an 11.8% market share, after a final three-way pitch involving Leo Burnett and Euro RSCG.

From September, the agency will work alongside the incumbent, BDH/TBWA, for a transition period until the end of their contract on September 30.   Morrisons Marketing Services Director, Michael Bates (pictured), commented: "We would like to thank all the agencies who took part in the pitch process for their hard work and enthusiasm together with AAR for their support throughout.

"This has been a most thorough review and we are confident that in DLKW we have found the best partner to help take us forward in communicating our brand on the national stage. Good chemistry, strong strategic thinking and a great creative approach mean we are very much looking forward to working with them."

The Morrisons account team at DLKW is headed by Greg Delaney and Mark Lund, with Alex Kuropatwa as Account Leader. DLKW Chief Executive, Mark Lund, said: "Morrisons are a terrific company with great integrity and purpose. We are very much looking forward to helping them develop their communications and brand."  Media will continue to be planned and bought through Mediaedge:cia, Manchester.