General Motors has launched a global media review for all its international planning and buying operations.

The company currently works with M2 Universal in Canada, and the search includes all consumer-facing planning and buying operations in support of all media channels, which includes print, broadcast, SEO and social media.

GM currently uses more than 20 media companies globally. Creative agencies aren’t included in the review.

“We’re looking for an innovative model that helps us become more effective in leveraging global marketing opportunities more efficiently,” said Joel Ewanick, GM vice president and global chief marketing officer in  a release.  “We will make a comprehensive assessment of all options before reaching a decision and in fact, may end up validating our current approach.”