UK insurer Aviva has appointed Saatchi & Saatchi as its creative agency following a competitive pitch, according to reports.
The Publicis Groupe-owned agency was selected after a review that included Saatchi & Saatchi, AMV BBDO and Havas. The decision ends Aviva’s relationship with adam&eveDDB, which had worked with the insurer for nearly a decade.
adam&eveDDB concluded its 10-year partnership with Aviva in November 2025 after deciding not to repitch for the creative account. The agency first won the business in 2015, when it replaced AMV BBDO after a pitch against CHI & Partners.
During the partnership, adam&eveDDB developed several brand platforms for Aviva, including ‘Make It Click’, launched in 2022. Its final major campaign for the insurer was ‘The Night Job’, a car insurance campaign released in April 2025.
Aviva began a creative review in the summer of 2025, with the aim of updating its communications. Although adam&eveDDB was invited to take part, it chose not to participate. By late 2025, the shortlist was reduced to Saatchi & Saatchi, Havas and AMV BBDO.
Neither Aviva nor Saatchi & Saatchi has made a formal announcement. The pitch is understood to have covered Aviva’s core creative work and was managed by Ingenuity+, according to Campaign.
Media planning and buying for Aviva remains with Publicis Media.
