UK insurer Aviva has appointed Saatchi & Saatchi as its new creative agency following a competitive multi-agency pitch, bringing to a close its long-standing relationship with adam&eveDDB. The move was first reported by Campaign UK and marks a significant reset for Aviva’s brand communications.
The Publicis Groupe-owned Saatchi & Saatchi emerged successful after a review that also included AMV BBDO and Havas. The process followed adam&eveDDB’s decision in November 2025 to step away from repitching the business, effectively ending a partnership that began in 2015 when the agency won the account from AMV BBDO.
Over nearly a decade, adam&eveDDB shaped several of Aviva’s high-profile campaigns, most recently the ‘Make It Click’ platform launched in 2022 to simplify financial decision-making for consumers. The agency’s final major work for the brand was ‘The Night Job’, a cinematic car insurance campaign released in April 2025.
Aviva is understood to have initiated the creative review in mid-2025, looking for an agency that could evolve its messaging and stay closely aligned with changing consumer expectations in a crowded insurance market. The pitch, managed by Ingenuity+, focused on Aviva’s core creative mandate. Media planning and buying arrangements remain unchanged and continue with Publicis Media.