The agency already handles the £8 million brief for Norwich Union Direct, for which it created the "quote me happy" line earlier this year.
The agency was appointed to the £11 million life and pensions account, previously held by McCann Erickson, following a head-to-head battle against the Publicis Groupe-owned Fallon.
Mother and DDB London were involved in the initial stages of the review, which was overseen by the Agency Insight marketing director, Sally Shire.
McCann withdrew from the pitch at an early stage. The agency, which created the "trawlerman" television execution, featuring a Geordie fisherman discussing his financial future, won the insurer's main business in 2000 following Norwich Union's merger with CGU.
AMV will now be charged with developing a creative line for Norwich Union's main branding campaign.
The agency picked up the Norwich Union Direct business last year following a pitch against BMP DDB, Leo Burnett and McCann.
Its "quote me happy" campaign features a man on the telephone to Norwich Union, asking the company for favourable quotes for car and home insurance.
Suggs, the lead singer from Madness and occasional television presenter, provides the voiceover at the end of each 30-second commercial.
The life and pensions business is Norwich Union's main operation in the UK.
Brand Connection, which holds the consolidated £30 million media account for Norwich Union's Aviva parent company, has not been affected by the review.