The supermarket group said that a review of the account, which is held by advertising agency BDH/TBWA, would start this month and would be completed by the summer.
Michael Bates, marketing services director for Morrisons, said: “We will be assessing the UK advertising market to ensure we are working with the most suitable partner for the ongoing development and communication of our brand.”
He added: “Our business is moving forward and we are now firmly established as a national brand, trading 378 stores serving over nine million customers per week. As such, we feel that the time is right to review our marketing communications and strategic advertising approach.”
BDH/TBWA has held the Morrisons account since March 2003 and was behind the supermarket group's 'More Reasons to Shop at Morrisons' campaign.
When Morrisons acquired Safeway in 2004 there was speculation that it would ditch BDH/TBWA because it is a regional agency.