The music and entertainment broadcaster spent more than £1m last year on marketing, mostly focused on its MTV One shows, including Totally Jodie Marsh and Crazy in Love.
However, it is now looking to develop a series of umbrella campaigns which will promote the rest of its channel portfolio and website.
MTV's media planning and buying is currently handled by Equinox, which has held the account for eight years. The review is being handled by the AAR Group, and the formal pitch process will begin in November.
Kerry Taylor, vice-president of marketing, creative and consumer press at MTV, said that the review was a result of the brand's growth onto additional platforms. She added that MTV would create many of its campaigns in-house.
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