Something big is about to come out of MindShare sometime next week. The leaves are twittering and we can't get a straight answer. Not sure what it is, but apparently, the company is looking to deal with the fragmentation in media and evolve the overall business. Currently, the agency performs strategic media planning, negotiation and execution with specialist services including modelling, research and a sports and entertainment sponsorship consultancy. So, what's the next step for MindShare?

Our guess.... an agency of their very, very own? Well, that's one the record already. The WPP-owned media agency is currently interviewing creative candidates for a digital creative arm to be based in the UK.

Hmm... here's another hint - the internal lexicon at MindShare has nixed the words "creative agencies." The term has been reduced down to just plain ol' "advertising agencies," as to MindShare (and they're right) media can be creative, too.

We're going crazy. Help!