The company aims to consolidate its media accounts across the various markets that it operates in globally.
The review is being handled by Amanda Mackenzie, Aviva group marketing director.
OMD won the UK media planning and buying account for Aviva in 2005.
Aviva said it 'made sense to take a strategic approach' as it moves towards a global brand.
Aviva is currently running a campaign featuring Fast Show star Paul Whitehouse promoting the various insurance products.
This summer Aviva struck a sponsorship deal with ITV Drama Premieres to drive consumer awareness of Aviva's life insurance, investment, retirement and healthcare products. It carried the straplline ‘For life's little dramas'.
Previously Aviva has focused its marketing campaigns on motor and home insurance. The brand is planning to use further sponsorship deals to raise awareness of its entire portfolio of products.
Aviva launched a high-profile name-change campaign in December featuring A-list celebrities.
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