Omnicom Group’s Diversified Agency Services division has launched a new cultural trendspotting agency called Sparks & Honey. The news was first reported by The New York Times' site on Sunday. The new unit is headed by CEO Terry Young. He was previously managing director of the New York office of Rapp, the digital and direct marketing shop that is also part of Omnicom. The company stated that it identifies trends through the use of algorithms and research derived human insights. The shop confirmed it opened its doors March 1 with inaugural client Clinique.