The review has been called with the aim of consolidating Aviva’s media into one agency or network and affects all the 28 markets that the insurer operates in globally.
Media planning and buying for the Aviva-owned RAC is included in the process.
Aviva uses a variety of agencies from each of the five major global media networks across different markets, with the £80 million UK business handled by OMD.
The company’s incumbent media agencies are currently being briefed on the review.
Amanda Mackenzie, the Aviva group marketing director, said: We have got significant global media investment and we are a global brand, so it makes perfect sense to consolidate into one media agency or network.
OMD won the UK media planning and buying account for Aviva, which covered the now defunct Norwich Union brand as well as RAC, in December 2005.
The agency replaced Brand Connection on the Norwich Union account and Vizeum on RAC.
Earlier this month, Aviva called a pitch for the direct marketing account for its investment arm.
A shortlist for the business has yet to be drawn up, with chemistry meetings scheduled to take place early next month.
Abbott Mead Vickers BBDO currently handles Aviva’s UK advertising account, and the brand’s digital work is split between Chemistry, glue London, GT and Soup.
AMV recently launched a series of TV ads for the insurance company, which featured the Fast Show star Paul Whitehouse taking on a number of humorous guises.
In one ad, Whitehouse appears as a Plymouth Argyle fan travelling by car to watch his team play.
In another, he plays a Welsh Goth who shows off the bargains he has picked up at car-boot sales and markets over the years.
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