Aviva, a UK-based insurance company, has appointed Saatchi & Saatchi as its new creative agency following a competitive pitch process. This move marks a significant change for the brand as it seeks to evolve its communications in a highly competitive insurance market. The appointment brings an end to Aviva’s long-standing relationship with adam&eveDDB, which had handled the insurer’s creative account for nearly ten years.
During its tenure, adam&eveDDB delivered several high-profile brand platforms for Aviva, including the “Make It Click” campaign launched in 2022, which aimed to simplify complex financial decisions for consumers. However, the agency chose not to re-pitch for the creative business, and Aviva initiated a review of its creative account in the summer of 2025. The review was managed by Ingenuity+, and the shortlist was narrowed down to Saatchi & Saatchi, Havas, and AMV BBDO.
Saatchi & Saatchi’s appointment is seen as a significant win for the agency, adding to its recent momentum in securing major creative accounts. The agency will be responsible for evolving Aviva’s brand communications, which is a crucial task given the competitive nature of the UK insurance market. Aviva’s media planning and buying arrangements remain unchanged, with Publicis Media continuing to handle the business.
The change in creative agency is expected to lead to a repositioning of Aviva’s brand communications, with the company seeking to stay closely attuned to changing audience expectations. The UK insurance market is highly competitive, and Aviva will be looking to Saatchi & Saatchi to help it stand out and attract consumer attention. While neither Aviva nor Saatchi & Saatchi has made an official announcement, the appointment is believed to cover Aviva’s core creative mandate.
Overall, the appointment of Saatchi & Saatchi as Aviva’s new creative agency marks a significant development for the brand, and it will be interesting to see how the agency helps Aviva evolve its communications in the highly competitive insurance market. With its expertise and experience, Saatchi & Saatchi is well-placed to help Aviva achieve its goals and stay ahead of the competition.