Kitcatt Nohr has been appointed to work across the lion's share of the company's insurance products including motor, pet and travel.
The business will include direct mail and response advertising across all media. Norwich Union Direct spent £13m on direct mail last year, according to Nielsen Media Research figures. It spent £20m across TV, press and radio.
The agency secured the business on the back of its capture of the £2.5m Norwich Union Healthcare business, which it won in a pitch against Partners Andrews Aldridge and the incumbent, Bright, earlier this year.
The insurance business was previously handled by the Norwich-based Fox Murphy, which is retained by Aviva. It also works on RAC, which was bought by Aviva last year.
Last year, Aviva consolidated the DM for all its products into Fox Murphy and the advertising into Abbott Mead Vickers BBDO.
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