BDH/TBWA lost out along with Lowe London in the first stage of the review, which is being handled by industry body the AAR. Morrisons has shortlisted Delaney Lund Know Warren & Partners, Euro RSCG London and Leo Burnett.
BDH/TBWA landed work for a rival retailer, United Co-operative, in February after it was reported that Morrisons had been in informal talks with other agencies about its account, as reported by Marketing in January.
The announcement from Morrisons follows the worst ever financial results for the supermarket chain in the last financial year. In March, after issuing five profits warnings in 15 months, the company posted the first annual financial loss in its 107-year history, reporting a pre-tax loss of 拢313 million.
Michael Bates, Morrisons' marketing services director, said: "We have enjoyed an excellent relationship with BDH/TBWA, which has produced some strong and effective work over the years. With our business now firmly established as a national brand we are confident that the three agencies selected all have the ability to help us engage with new and existing customers throughout the UK."
The agency, which produced the current 'More reasons to shop at Morrisons' work, won the account in 2003, displacing Cheetham Bell JWT, the incumbent of six years.
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