Craik Jones' appointment follows a competitive pitch against undisclosed agencies. The pitch was handled by the insurance company's in-house marketing team.
Norwich Union, which is owned by Aviva, plans to award a further place to one other agency, and sources suggest it is in talks with Hicklin Slade & Partners and Archibald Ingall Stretton.
Kitcatt Nohr Alexander Shaw will also retain a place on the roster, handling Norwich Union's Healthcare insurance brand.
Aviva started the pitch for its Norwich Union Life business in June. Then, in August, the pitch was expanded into a full-scale review of its DM arrangements across its entire range of brands, including Motoring Life, Home and Healthcare, as part of wide-ranging cost-cutting measures.
This is the second reduction to Norwich Union's DM roster in the past 18 months. In May last year, the company scaled the roster down to TDA, Tri-Direct, Fox Murphy and Kitcatt Nohr.