The insurance giant is understood to be meeting more than half-a-dozen agencies this week, including the incumbent, ZenithOptimedia, ahead of a formal pitch.
Aviva said the "open market" review was part of a "standard procurement process" to ensure it is getting value for money.
The pitch, which is being run by MediaSense, will be held at Aviva’s head office in London. The RFI, which was sent to agencies last week, stresses the brand’s aim to transform its engagement with customers, particularly in the key markets of the UK, Ireland, Poland, Singapore, France and India.
Aviva is thought to have halved its UK media spend since appointing Zenith-Optimedia at the end of 2009.
ZenithOptimedia declined to comment on the review.