The company has approached 15 agencies to tender for the £4 million account, which will cover Norwich Union Insurance, Norwich Union Life and all of the RAC.
The longlist will be cut down to a shortlist of between four and six agencies. AKQA, the incumbent on the account, has been asked to re-pitch. This process is expected to finish in mid-November.
The hunt for a new agency follows Aviva's decision in June to restructure the digital departments of both businesses and to create a combined digital marketing division.
A significant part of the brief for the winning agency will be to improve customer engagement services and self-service facilities for both businesses.
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