The Aperto Partnership has supported a competitive review that has seen Aviva appoint OMD UK as its media agency of record, against rival agencies WPP Media, Publicis Media and Dentsu’s Carat.

The account brings together Aviva and Direct Line Group, which Aviva acquired in July 2025, into a single business now understood to be worth £95m. The review which launched in February 2026, covered strategy, planning and buying across all of Aviva’s brands, including ATL and digital, with search remaining in-house.

Zenith had held the Aviva account since 2010, and Carat had worked with Direct Line Group since 2022. Cheryl Toner, chief customer and marketing officer at Aviva, thanked both incumbents for their contribution over the years, and credited Aperto for its guidance through what she called a demanding but positive process.

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