Norwich Union has picked PR agency Consolidated Communications Financial to boost its media profile.
Consolidated's brief is to raise the profile of NU's life, pensions and investment business with the consumer and personal finance press.
The agency will work with the life insurer's in-house press office.
Consolidated beat competition from Ludgate, Lansons and Quentin Bell to win the account.
Consolidated director Nicola Mitchell says: "It was a big pitch for us. The campaign will be very media-led."
Mitchell will aim to boost NU's profile as a major life office with the advent of the stakeholder pensions and ISAs.
She declines to reveal the size of the budget but says that it is sufficient to promote NU's "very ambitious plans".
Consolidated's clients include DBS, Pep Direct, Irish Life International, Schroder Ventures, Johnstone Douglas and Cigna UK.
Norwich Union floated on the stockmarket with a £5bn market capitalisation in June last year. The life insurer launched into the long-term-care cover market last autumn with the aim of becoming the biggest LTC player.