The agency will now work on winning and retaining new customers for the income protection and insurance company, as well as promoting its services to small businesses.
Bright, the incumbent on the business since 2003, was also involved in the pitch during its earlier stages but was dropped last week, leaving Kitcatt Nohr and Partners Andrews Aldridge to battle it out.
Steve Cook, the senior marketing communications manager at the Aviva-owned Norwich Union Healthcare, said the company was looking for an agency with strong business-to-business experience as well as a consumer focus. "Kitcatt Nohr clearly displayed an understanding of the market and its creative solutions were powerful."
Norwich Union Healthcare announced a statutory review of its direct marketing business in May.
The company ran a campaign last year highlighting long waiting times at two NHS hospitals. The work was banned by the Advertising Standards Authority for exaggerating the situation.