The insurance giant has approached a number of UK agencies with a brief to overhaul its international brand in an attempt to raise corporate awareness. The search is being handled by the AAR.
According to Nielsen Media Research, Royal & SunAlliance spent £1.4 million on advertising in the UK last year. However, this figure is expected to increase when the company launches its global push.
Royal & SunAlliance does not have an incumbent creative or media agency. The company will initially appoint a creative shop on a six-month project basis.
A spokeswoman for the company declined to comment on when the insurer would begin a search for a media agency to handle the international roll-out of any campaign produced by the project.
Fallon, which handles Royal & SunAlliance's £20 million consumer-facing MoreTh>n account, is unaffected by the review.
In a statement, Clare Salmon, the Royal & SunAlliance group strategy, marketing and customer director, said: "Royal & SunAlliance has been through an enormous process of change over the past three years. The perception of the brand across the 127 countries where we operate does not reflect the scale, ambition and competence of the group. We also have a vibrant sub-brand portfolio, and we will be thinking how best to exploit this."
Royal & SunAlliance has offices in 27 countries worldwide. Its net written premiums for the year ending December 2006 totalled £5.48 billion.