Last August, Morrisons' advertising account was moved out of Manchester-based BDH\TBWA into DLKW.
The realignment is believed to be part of new chief executive Marc Bolland's attempt to expand beyond its northern roots and establish itself as a national retailer.
On the media account switch, a spokesman for Morrisons said the company "is unable to comment [on the news] at this stage".
Mediaedge:cia also declined to comment.
The Bradford-based firm is believed to be preparing to launch a major national branding campaign, although details are under wraps.
The new work may lead to the scrapping of the retailer's "More reasons to shop at Morrisons" slogan.
Morrisons' repositioning as a national retailer follows its acquisition of 479 Safeway stores, which was completed in 2004.
It sold many of the stores and about 200 have been rebranded as Morrisons.
Morrisons is also involved in a hunt for a digital agency in order to improve its online presence.
In September 2006, long-standing Morrisons chief executive Bob Stott was replaced by former Heineken executive Bolland.
Morrisons also announced that veteran chairman Sir Ken Morrison was stepping down in 2008.
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