Saatchi claims Aviva bonus in major advertising rethink

UK insurance giant Aviva is planning a major overhaul of its advertising and marketing activity with a changing of the guard on its agency relationships.

Out goes Adam & Eve DDB, which has handled the business for more than a decade, and in comes Saatchi & Saatchi, following a competitive pitch, which also included AMV BBDO and Havas.

The move follows Adam & Eve’s decision not to repitch for the account, effectively bringing the curtain down on a relationship that began in 2015 when the agency won the business from AMV BBDO.

Over the years, Adam & Eve has shaped a raft of Aviva’s high-profile campaigns, including the Gino and Gina “Make It Click” activity, launched in 2022, designed to simplify financial decision-making for consumers, while the final major work for the brand was “The Night Job”, a cinematic car insurance campaign released in April last year.

Aviva 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 continues to be handled by Publicis Media.

Neither Aviva nor Saatchi & Saatchi has commented on the move.