The pitch is being handled by the AAR, and will involve several agencies, including the incumbent, BLM Media.
John Fletcher, the managing director of Pathe Distribution UK, confirmed that it was looking at agency credentials, but he added that the process may not go to full pitch.
He said: "We are having a look at what is out there. This is about good practice, and not because of any dissatisfaction with BLM."
Fletcher revealed that it was the growth of the online ad market that was the key factor behind the review. He said: "BLM got us started online, but this process is because we wanted to see what other agencies can offer in this area." Fletcher estimated the process would take up to a month.
BLM Media picked up the task in September 2003 after a four-way pitch against the incumbent Carat, The Allmond Partnership and Equinox.
Chemistry meetings are set to commence at the end of this week.