• by Joe Mandese  @mp_joemandese, March 12, 2012

Sparks & honey may sound like a new form of molecular gastronomy, but it's actually the name of Omnicom's newest baby: an agency that will "disrupt traditional models by which market research, creative development and media disruption are executed."

The shop, which actually opened its doors on March 1, is headed by Founder-CEO Terry Young, and touts its "Wave Branding" platform, which it claims, "identifies and maps emerging cultural waves through the use of machine learning systems, algorithms and human insights. As cultural waves are identified, sparks & honey constructs customized cultural portfolios for its clients and leverages a proprietary next generation, real-time engagement engine to distribute culturally relevant brand content."

Prior to sparks & honey, Young was the managing director of the New York office of Omnicom's Rapp unit.