Called Collaboration, the new unit is being headed by Marie Oldham, MPG strategy director, with other core members of the team including Jim McDonald, head of broadcast, Paul Frampton, head of digital, Alex Russell, head of print, and Stuart Clark, international client service director.
The idea is for MPG's top planners to offer media owners more time, access and to ensure that ideas are followed through.
Mark Craze, MPG managing partner, said: "Media owners have a business imperative to 'go beyond the spot'.
"We are seeing more and more of them innovating and building specialist creative units into their offerings. But all too often they are frustrated at being denied access to senior people within agencies to discuss these opportunities.
"We're actively seeking to connect media owners with our top people to create cut-through ideas for our clients."
Oldham said: "We know most agencies only pay lip service to collaboration with media owners, but at MPG we are making it a reality."
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