The pitch was sparked by Norwich Union's parent company Aviva's £1.1bn acquisition of RAC in March. Brand Connection was the incumbent on Norwich Union for 21 years, while Vizeum handled RAC.
Colin Webb, marketing director at Norwich Union General Insurance, said: "We are looking forward to building a tremendous business relationship with OMD to deliver efficiencies and effectiveness going forward."
The work excludes online and below-the-line activity, which is currently under consideration.
Steve Williams, managing director of OMD UK, said: "Colin Webb, Shaun Meadows and their teams have been a pleasure to work with during an interesting and rigorous pitch process; with team chemistry, integration and collaboration being high on their agendas. With these people and such great brands and services, we can do great work and we are looking forward to developing a successful partnership."
The creative work has already been consolidated with Norwich Union agency Abbott Mead Vickers BBDO.
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This article was first published on brandrepublic.com