Manning Gottlieb is expected to name a senior industry figure to head the unit, but refused to confirm whether it would be an internal or external appointment.
The Source will work on all new-business briefs and give input into the agency's client groups where required by clients as an add-on service.
Nick Manning, the chief executive of Manning Gottlieb OMD, said The Source will comprise a mix of "old and new faces".
The agency has promoted Simon Wilden to head of creativity to develop creative solutions. Sally Dickerson, the agency's director of metrics, will also sit within The Source.
Directors including Phil Nunn, the director of direct channels, Amy Lennox, the head of online, JP Edwards, its head of futures, and a new investment director, will be part of The Source.
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