The New York-based agency won the account after a competitive pitch against Tribal, FuseProject and the incumbent, Dare.
Razorfish will be responsible for the £3m account which will see work run in markets including Asia, Canada and Europe.
The agency will report to Aviva’s chief digital officer, Andrew Brem, who joined the business in August last year and was tasked with heading its digital transformation.
The agency will work alongside Brem as he drives product innovation and development through data analytics, customer insights and risk management, as well as social media and mobile marketing.
The brand’s global media agency, ZenithOptimedia, is unaffected by the appointment. Dare will also continue to work on digital projects for the brand.
In April, the insurer hired Adam & Eve/DDB to handle its global advertising account.
