Euro RSCG Magnet has formed a new unit - its PopWorx division - for nontraditional media, such as blogs, buzz marketing and street theater, reports AdWeek. PopWorx will partner with specialized agencies for clients; the first partnership is with Night Agency, a New York-based viral and guerilla marketing firm. Euro RSCG Magnet SVPs Marvin Mack and Jason Schlossberg will head the group, which will launch projects for Atkins Nutritionals this month.