Aviva Appoints Saatchi & Saatchi as New Creative Agency After Competitive Pitch

UK insurer Aviva has appointed Saatchi & Saatchi as its new creative agency following a competitive pitch process, according to a report by Campaign UK. The appointment marks a significant creative reset for the brand as it looks to evolve its communications in a highly competitive insurance market.

The Publicis Groupe-owned agency emerged successful after a review that shortlisted Saatchi & Saatchi, AMV BBDO, and Havas. With this move, Aviva formally brings to an end its long-standing relationship with adam&eveDDB, which had handled the insurer’s creative account for nearly ten years.

In November 2025, adam&eveDDB concluded its decade-long partnership with Aviva after choosing not to re-pitch for the creative business. The agency had originally won the account in 2015, defeating CHI & Partners to replace then-incumbent AMV BBDO.

During its tenure, adam&eveDDB delivered several high-profile brand platforms for Aviva. Its most recent work included ‘Make It Click’, launched in 2022, which aimed to simplify complex financial decisions for consumers. The partnership’s final major campaign was ‘The Night Job’, a cinematic car insurance campaign released in April 2025.

Aviva is understood to have initiated the creative review in the summer of 2025, seeking an agency capable of evolving the brand while staying closely attuned to changing audience expectations. Although adam&eveDDB was invited to participate, the agency opted to step away from the process. By late 2025, the shortlist had been narrowed to Saatchi & Saatchi, Havas, and AMV BBDO.

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

The appointment signals a repositioning of Aviva’s brand communications at a time when UK insurers are competing aggressively for consumer attention. For Saatchi & Saatchi, the win adds to its recent momentum in securing major, high-profile creative accounts.

Aviva’s media planning and buying arrangements remain unchanged, with Publicis Media continuing to handle the business.