Morrisons has appointed Publicis Media agency Zenith as its media buying and planning agency after a competitive six-month review.

Dentsu’s iProspect and incumbent Wavemaker, part of WPP, made the shortlist for the supermarket in a process run by The Aperto Partnership.

The account is worth an estimated $81m (£60.4m) according to COMVergence and the brief focused on data tools, modelling and strategic thinking.

A spokesperson for Morrisons confirmed the appointment to Campaign.

They said: “All the shortlisted agencies showed up very well and responded to the brief with exciting and quite different routes into our business opportunities and challenges. We are now pleased to be appointing Zenith – the strength of their technology capabilities were clear and we’re excited about putting these to work for Morrisons as we continue to build a stronger, more customer-focused business.”

Read the full story on Campaign here.