McBride was a key player in the development of the famous "got milk?" campaign while at Goodby Silverstein. He also worked on Levi's at FCB and Nike at Wieden & Kennedy.
Hal Curtis, McBride's former creative partner on Nike at W&K, is also a partner in the enterprise. The agency is expected to focus heavily on branded entertainment and interactive.
Robert LePlae, the president of TBWA\North America, said McBride had not left the agency but declined to comment on the negotiations.