AMV won the account after a pitch organised by Agency Insight involving BMP DDB, Leo Burnett and McCann-Erickson. The car, home and travel insurance provider had previously used McCann Relationship Marketing for its creative and direct marketing on a project basis.
Norwich Union Direct's above-the-line spend was £3 million in the past year but is expected to increase to £8 million following the appointment of AMV and a change in focus towards advertising.
McCann-Erickson continues to handle brand advertising for the Norwich Union life insurance brand. Media for Norwich Union Direct remains with Brand Connection.
Before this week's appointment of AMV, the entire Norwich Union account was within the McCann-Erickson Group. It won the consolidated £20 million CGU and Norwich Union business in 2000 after the merger of the two companies.
McCann-Erickson's most recent work for Norwich Union was a 40-second TV spot, "trawlerman", featuring a Geordie fisherman explaining how Norwich Union had provided impartial advice for his financial future.