The new outfit will be led by the former MG OMD brand directors Stephen Hall and Toby Heiser. They aim to grow the business into sectors such as publishing, broadcasting and mobile entertainment.
InvENTS launches with 27 members of staff and will take on MG OMD clients including Sony BMG, Sony Pictures, Sony PlayStation, Virgin Megastores, Virgin Games and World Poker Exchange.
Heiser said: "Our heritage in inventive media solutions and the experience of working with top-class clients in the entertainment sector put us in a really great position."
The venture has also landed the £1 million planning and buying account for the publishing house Hodder & Stoughton General Adult Division, whose authors include Jodi Picoult, Stephen King and John le Carre.
Hall added: "This is a fantastic win for the inVENTS division. Our team impressed Hodder & Stoughton with the scale and scope of releases we already deliver and the inventive approach we put forward for the future direction of their media. We are delighted to be working with them."
Separately, MG OMD has appointed Sheryl Norman, formerly Coca-Cola GB's head of integrated marketing services, its first head of digital for Europe, the Middle East and Africa. Norman's brief is to put new media at the centre of the network's offering.