LOS ANGELES — PMK*BNC execs Joseph Assad and Lewis Kay have started a new firm — Kovert Creative — in partnership with WME-IMG, that offers marketing, branding and digital, and publicity services. 

Assad and Kay, both former COOs at the IPG-owned PMK*BNC, will be co-CEOs of the new venture designed to complement WME-IMG main business areas: talent representation, content development and distribution, according to Variety. 

PR will be a tool to amplify what we make. We'll be collaborating early and often with many of our talent clients to create breakthrough content for our brands too."

Assad — based in New York — led PMK*BNC's digital entity Vowel that centered around developing digital properties (both front and back-end); evaluating an influencer’s impact on consumers and community management. He also led the creative for Audi's award-winning brand videos "The Challenge" and "Barely Legal Pawn." Volkswagen, however, put the Audi of America business up for review last fall with PMK*BNC as the incumbent. 

 

"Our goal is to be a creative first shop," Assad told the Holmes Report. "PR will be at our core for both talent and brands but we are really seeking to grow our business by using design and video content that resonates with consumers. PR will be a tool to amplify what we make. We'll be collaborating early and often with many of our talent clients to create breakthrough content for our brands too."

Meanwhile, Kay — based in Los Angeles — oversaw operations for the firm's entertainment division. Variety reports Kay is bringing clients Amy Poehler, Jimmy Kimmel, Jack Black, Will Arnett, Bill Simmons, Sarah Silverman and Rebecca Romijn to the new venture.

A representative from PMK*BNC sent the following statement:

“While Lewis and Joe will be greatly missed, we appreciate their years of hard work and are proud of all that we accomplished together.  We wish them nothing but the best in their future endeavor.”  


Image: Joseph Assad