Supermarket chain Morrisons has appointed Publicis-owned firm Zenith as its new media buying and planning agency at the conclusion of a competitive pitch process.

Worth an estimated £60 million according to COMVergence, Campaign reports that Zenith faced off against Dentsu’s iProspect and incumbent WPP outfit Wavemaker, in a review overseen by the Aperto Partnership.

The grocer’s decision marks another blow to WPP in what has been a tough 18 months, with Wavemaker losing an account that it had been associated with for 30 years.

“We’ve collaborated with the Wavemaker team for more than three decades and we can be proud of the work we’ve done together to build and maintain one of the most distinctive and best-loved brands in UK grocery,” a Morrisons spokesperson said.

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“They’ve been an outstanding long-term partner to Morrisons and we thank them for their incredible support.”

This latest win forms yet another in a string of success for French holding company Publicis, which has recently secured Coca-Cola’s North American account (also at the expense of WPP), followed by Mars in June.

Kelly Parker, CEO of Wavemaker UK added: “We are incredibly proud of the 30-year partnership we have enjoyed with Morrisons and everything we have achieved together for this much-loved British brand.

“Sadly all good things must come to an end; we wish the team every success for the future.”