Morrisons hires Shine @ The Academy

Morrisons, the UK’s fourth largest supermarket chain, has named Shine @ The Academy as its retained brand PR agency, following a competitive pitch.

Shine @ The Academy is the second PR agency to be appointed by Morrisons this month after it brought in Cirkle as its product PR agency, as part of a planned review of its marketing agencies.

It is the first time Morrisons has brought in an agency specifically to communicate its brand purpose and positioning.

Mitchell Kaye, Shine @ The Academy’s CEO, and creative director, Daniel Glover, will lead the account.

They will report to Andy Atkinson, Morrisons’ group marketing and customer director and Julian Bailey, PR director.

Atkinson said: “After listening hard to customers Morrisons has a clearly defined brand – we are foodmakers and shopkeepers which makes us unique. Shine @ The Academy has shown it really understood what this means for our customers and we were impressed by the meaningful ideas it had to bring this alive for our customers and staff.”

Kaye said: “Morrisons has kicked off a new era, as have we, and we’re excited to play our part in connecting its work to the public, and underlining its food-maker and shop-keeper credentials.”