A small number of agencies have been invited to pitch for the brief, with the pitch set to take place in early November. LV= confirmed it would be parting company with Kindred, which was hired last year to promote the brand’s new purpose and positioning.
As part of the new brief, LV= is looking to target the consumer and personal finance media.
A spokesperson for LV= said: "We’ve really enjoyed working with Kindred and together we’ve delivered some very good campaigns. However, our PR needs and requirements have changed and as a result we are looking to work with a new agency."
According to its website, the UK-based company, which is also known as Liverpool Victoria, has more than 5.8m customers and employs more than 5,800 people. It offers a range of insurance products as well as investment and retirement packages.
Last summer LV= and German insurance giant Allianz announced a joint venture that became the UK’s third largest personal insurance provider.