The Folkstone-based company is believed to have opted for Saatchis' creative solution ahead of Burnett's, although the appointment has yet to be confirmed. The account is thought to be worth more than £5 million.
The original pitchlist also included Doner Cardwell Hawkins, J. Walter Thompson and AMV Advance. The incumbent, RPM3, has produced little recent work for the company. Donor Cardwell produced the recent television campaign for Saga's car insurance service, on a project basis.
The review does not affect the Saga Holidays creative account, which is held by Donor Cardwell.
Earlier this year, Media-edge:cia retained Saga Service's £9.1 million media account.
Saga Services specialises in insurance products such as home, caravan, travel and pet insurance. It also offers credit cards and pension and investment products such as annuities and ISAs. In addition, Saga publishes a magazine.
Earlier this month, Saga embarked on a customer acquisition and retention drive through Data Distillery.