The new division, called TBWA\Connections, will offer clients non-traditional media solutions and aims to provide "total brand thinking" and innovative ways to communicate with consumers.
Andrew McGuinness, the TBWA chief executive, will head the division.
Enyi Nwosu, an executive director at ZenithOptimedia, has been poached to run the operation on a day-to-day basis.
Nick Manning, the chief executive at MG OMD, claimed the offering would not cannibalise work from other media agencies. "We are not aiming to disrupt TBWA's relationships with other media agencies. We will work only on shared clients and mainly on new business."
McGuinness said: "There is undoubtedly a gap in the market, which we aim to fill with the combination of a unique approach, the support of an established media partner in MG OMD and the best young talent in the industry."