Paula Lyons, Admiral’s marketing manager, has contacted agencies asking if they would like to meet to discuss the creative strategy for the Admiral brand.
Admiral relies on its in-house creative department for advertising and uses suppliers, including Aardman, for work such as animation.
A spokesman for Admiral said: "We often have meetings with a variety of different types of agencies."
The insurer has only once before appointed a creative shop to oversee its TV advertising on a retained basis. It hired The Gate (then known as Chick Smith Trott) in 2010 after a competitive pitch handled by AAR.
PHD holds Admiral’s £10 million media account.