The Interpublic Group of Companies, an ad agency holding company, has shuffled its cards to form a new umbrella unit designed to assist marketers with dividing advertising between traditional and digital media.

The new unit, called Mediabrands, will include Initiative, Magna, Magna Trading, J3, Universal McCann and Wahlstrom, as well as Interpublic's Emerging Media Lab.

Universal McCann chief Nick Brien will lead the new unit, according to a report from The New York Times.

Mediabrands comes almost two years after the dissolution of the Interpublic Media Group, the company's previous attempt at grouping its media agencies. Unlike the Interpublic Media Group, all of the media agencies under Mediabrands will retain autonomy.