The financial services company is understood to be planning an increase in its marketing activity following its acquisition by Resolution last year. Media budgets for next year are expected to be in the region of £3 million.
Media planning and buying is currently handled by the specialist financial agency Ptarmigan.
Friends Provident spends the majority of its media budgets on print, followed by direct mail and online. The insurer is also involved in sponsorship, though this is not expected to be part of the expanded brief.
Friends Provident sponsors the England and Wales Cricket Board's domestic Twenty20 cricket competition t20.
In May, full-service agency The Gate was appointed by the insurer to create and produce the sponsorship idents for Sky's broadcast of the t20 tournament. They were shot by Ronnie West of Ridley Scott Associates.
Friends Provident was not available for comment about the review as Campaign went to press.