UK insurer Aviva has selected Saatchi & Saatchi as its new creative agency after concluding a competitive pitch, as reported by Campaign UK. The Publicis Groupe-owned agency emerged as the preferred partner from a final shortlist that also included AMV BBDO and Havas, marking a fresh chapter in Aviva’s brand communications journey.
This decision brings an end to Aviva’s nearly decade-long relationship with adam&eveDDB. In November 2025, adam&eveDDB chose not to re-enter the pitch process, formally concluding its 10-year tenure with the insurer. The agency had first secured the account in 2015, succeeding AMV BBDO.
Over the years, adam&eveDDB delivered several notable brand platforms for Aviva, including the ‘Make It Click’ campaign launched in 2022 to simplify financial decision-making for consumers. Its final major campaign for the brand, ‘The Night Job’, a cinematic car insurance film, debuted in April 2025.
Aviva is understood to have launched the creative review in mid-2025, with the aim of evolving its communications strategy to better align with shifting consumer expectations in a highly competitive insurance market. While adam&eveDDB was invited to participate, it opted out, leaving Saatchi & Saatchi, AMV BBDO and Havas in contention by the final stage. The process was managed by Ingenuity+.
Although neither Aviva nor Saatchi & Saatchi has issued an official statement, the appointment signals a significant repositioning of Aviva’s creative approach. Media planning and buying responsibilities remain unchanged and continue with Publicis Media.
Read more: Saatchi & Saatchi Appoints Leif Stromnes As Chief Strategy Officer For Australia & New Zealand
