PR Veterans Lewis Kay, Joseph Assad Leave PMK to Start Firm with WME-IMG

The following is a contribution by Tom Grossi.

According to the Hollywood Reporter, PR Veterans Lewis Kay and Joseph Assad have left PMK*BNC to form Kovert Creative, a joint venture with WME-IMG. The firm will have offices in New York and Los Angeles, offering PR Services, while also connecting talent to brands. Kovert will run separately from WME-IMG.

Lewis Kay spent 19 years at PMK specializing in comedy. Before leaving, he served as the Executive VP and COO of PMK*BNC’s entertainment division. For Kovert Creative, he will work out of the Los Angeles office and will specialize in a broad marketing position. His impressive list of clients include Jimmy Kimmel, Amy Poehler, Will Arnett, Sarah Silverman, and Jack black; all are expected to continue with Kay and fall under the Kovert umbrella.

Joseph Assad was with PMK*BNC for the last 11 years, where he was responsible for monitoring the New York Office from 2004-2012. He started PMK’s digital offering Vowel, and spear-headed projects for clients including Audi and Samsung. Assad will be based in Brooklyn, NY for Kovert.

Kay and Assad will be co-CEOS and Kovert Creative will have a 50-50 partnership with WME-IMG. This marks yet another extension for WME since the talent agency made its way into the sports and fashion industry by acquiring IMG. WME has also recently acquired the Professional Bull Riders Association, the Miss Universe Pageant and Dixon Talent, a boutique talent agency that represents Jimmy Kimmel, among others.
According to Assad, the timing was right and having WME-IMG as a partner will help the growth of Kovert Creative exponentially.