PMK-BNC Execs, WME-IMG Launch Kovert Creative

By Erik Oster 

Veteran PMK-BNC executives Lewis Kay and Joseph Assad are partnering with WME-IMG to launch marketing and communications firm Kovert Creative. The pair will serve as co-CEOs, with Assad based in Brooklyn and Kay in Los Angeles. Kovert Creative will handle marketing, branding, digital and PR for its clients.

“For us, the timing was right to create a company where we can focus on doing smart, cutting-edge work on a daily basis,” Assad told Variety. “We have the proven formula of creating highly-engaging and successful campaigns for a host of clients across all segments.”

Kay has been with PMK-BNC since 1997, most recently serving as chief operating officer, executive vice president, entertainment. Assad arrived at the agency in September of 2004, serving as executive vice president, general manager of the agency’s New York office, before becoming chief operating officer in 2010. Prior to that he served as assistant director of media relations for the Buffalo Bills, director of public relations for Sports Illustrated and senior director of corporate communications for The Golf Digest Companies.


PMK-BNC, as you may recall, was responsible for 2014’s Assad-helmed “Barely Legal Pawn” spot for the Emmy Awards starring Julia Louis-Dreyfus, Bryan Cranston and Aaron Paul (we’ve embedded it below to jog your memory). 

Kay is known for his penchant for working with comedians and among the talent clients he will bring with him to Kovert are Amy Poehler, Will Arnett, Jimmy Kimmel, Jack BlackSarah Silverman, Bill Simmons and Rebecca Romijn.

“Our talent clients are focused on success outside of being traditional celebrities,” Kay told Variety. “I am fortunate enough to be involved with creators who are working across multiple disciplines throughout our business. Given how the landscape continues to evolve, this new company will position us to navigate all of their marketing and communication needs while also mining for synergistic opportunities with a broad group of like-minded creative individuals.”

“Joseph and Lewis are experts in their field, who work with culture-defining brands and individuals,” added WME-IMG chief content officer Mark Shapiro. “They bring a completely unique perspective to branded entertainment, understanding the value that both creatives and brands bring to the table.”