The move follows the appointment of Cirkle earlier this month.
Cirkle will handle the supermarket’s product PR, while Shine @ The Academy will oversee brand PR.
The brand account will be led by Shine @ The Academy CEO Mitchell Kaye and creative director Dan Glover, whose agency The Academy bought a majority stake in Shine at the start of the year.
They will report to Morrisons group marketing and customer director Andy Atkinson and PR director Julian Bailey.
Atkinson said: “After listening hard to customers, Morrisons has a clearly defined brand – we are foodmakers and shopkeepers.
“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.”
Morrisons’ headquarters is in Bradford, where its first store was opened in 1899.