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.”

Related Posts
Opinion: How challenger agencies can compete with the big agency networks
Barbara Bates, global CEO at Hotwire, highlights the key areas where challenger agencies can go the extra mile to compete with their larger counterparts. For a long time in [...]
60 Seconds with The Academy co-founder Mitch Kaye
60 Seconds with The Academy co-founder Mitch Kaye
Mitch Kaye, co-founder of The Academy, reveals why he and Dan Glover started their second agency, how the pair work together and his love of AFC Bournemouth. What made you [...]
Discover how PR can move from evolution to revolution
At CommsCon earlier this month, we heard a range of fantastic speakers articulate their view of what comms professionals can do to improve their output. They encouraged their [...]
Brendon Craigie Tyto PR
Opinion: Why “PR” is having a renaissance
Brendon Craigie, co-founder and managing partner at Tyto PR, examines why PR professionals are once again adopting the PR moniker. The public relations industry is in the [...]