Aviva appoints Saatchi & Saatchi as creative agency after competitive pitch

UK insurer Aviva has appointed Saatchi & Saatchi as its new creative agency, following a competitive pitch process, as first reported by Campaign UK.

The Publicis Groupe-owned agency emerged successful after a review that shortlisted Saatchi & Saatchi, AMV BBDO and Havas, marking a significant creative reset for the brand. The move formally brings to a close Aviva’s long association with adam&eveDDB, which had handled the account for nearly a decade.

In November 2025, adam&eveDDB ended its 10-year partnership with Aviva after opting not to repitch for the insurer’s creative business. The agency had originally won the account in 2015, beating CHI & Partners to replace then-incumbent AMV BBDO.

During its tenure, adam&eveDDB was responsible for several high-profile brand platforms, most recently ‘Make It Click’, launched in 2022 to simplify complex financial decisions for consumers. 

The partnership’s final major piece of work was ‘The Night Job’, a cinematic car insurance campaign released in April 2025.

Aviva is understood to have initiated a creative review in the summer of 2025, seeking an agency that could evolve the brand’s communications and remain closely connected to changing audience expectations. While adam&eveDDB was invited to participate, the agency chose to step away from the process. By late 2025, the insurer had narrowed its shortlist to Saatchi & Saatchi, Havas and AMV BBDO.

Neither Aviva nor Saatchi & Saatchi has made an official announcement yet, though the pitch is believed to have covered Aviva’s core creative mandate. The review was managed by Ingenuity+, according to Campaign’s reporting.

The appointment signals a notable repositioning of Aviva’s brand communications as UK insurers compete in an increasingly crowded and competitive market. For Saatchi & Saatchi, the win adds to its recent momentum in securing large, high-profile creative accounts.

Media planning and buying for Aviva remains unchanged and continues to be handled by Publicis Media.