The Norwich Union Insurance brand will be serviced by Soup, GT, Glue and Chemistry. Web design and build and online advertising for the Norwich Union Life brand will be handled by Teamspirit, Chemistry and GT. The agencies begin work on the business on 1 April.
Both accounts had been with GT since late 2006, when it won the business following a pitch against AKQA and LBi.
Digital work for the RAC will continue to be handled by Glue.
The overhaul of the digital roster follows a review of the insurance brand's direct marketing, which resulted in the hiring of Craik Jones Watson Mitchell Voelkel as lead agency with WDMP, TDA and Hicklin Slade & Partners also appointed to the roster.
Separately, Norwich Union is planning to create its first sales promotion agency roster. A spokesman for the insurance company confirmed that it had spoken to several marketing agencies regarding the possibility, but said no decision had yet been taken regarding a formal review. It is understood that talks will continue over the coming weeks.