Morrisons has chosen DLKW Lowe and FutureBrand to work on its creative and advertising

Morrisons has retained its advertising agency DLKW Lowe in partnership with FutureBrand following a review of its creative and marketing agencies.

The retailer said it was looking to DLKW Lowe to build on its recent campaigns starring Ant and Dec, which feature the Geordie duo highlighting Morrisons’ craft skills.

The partnership between DLKW and FutureBrand will build the strategy and plan for the Morrisons brand experience across all channels and formats.

Morrisons said it had launched the review at the beginning of the year to develop a strategy to fit the key developments taking place within the business including its imminent online grocery debut and its rapid growth into convenience retailing.

“DLKW Lowe’s advertising campaign with Ant and Dec has demonstrated why Morrisons is different and has been hugely successful. We were blown away by both DLKW and FutureBrand’s creative ideas and strategy for the future,” said Morrisons group marketing and customer director Nick Collard.

DLKW Lowe joint-CEO Richard Warren said: “We couldn’t be more excited about being reappointed.  We’ve never had more belief in the future of the Morrisons brand and business.”