Aviva is expected to spend £10 million on a multimedia campaign, which will run in the UK and other markets.
Starcom was appointed after completing an initial consultancy project for Aviva, the world's seventh-largest insurance group. The company focuses primarily on long-term savings, fund management and general insurance.
The appointment does not affect the current UK media planning and buying pitch for Aviva's Norwich Union and RAC brands.
Aviva bought the RAC in March. It wants to increase the membership of the roadside assistance service and improve the performance of its financial products.
The media pitch is part of a consolidation of its agency arrangements.
The RAC's creative account moved to Abbott Mead Vickers BBDO in June and the direct marketing task went to Fox Murphy in August. Both AMV and Fox Murphy were Norwich Union agencies.
The Aviva brand replaced CGNU in 2002. The insurance company now has more than 30 million customers globally.