Imagine launching Patrick Stewart’s entire social media presence from scratch; that is ID Entertainment’s corporate PR on a standard working day.
Then imagine managing press campaigns for Roma, The Revenant, The King’s Speech, and The Artist, all Academy Award winners.
Then add Serena Williams, Christopher Nolan, Janelle Monáe, Seth Rogen, and Madonna to your active client roster.
Founded in 1993 by Kelly Bush Novak, ID aimed to redefine entertainment PR.
Today, it is the largest independently owned communications agency in the United States.
The firm represents more than 1,500 clients. Its strategists operate from offices in Los Angeles and New York.
Who Is ID?
ID Entertainment corporate PR operates as a full-service agency covering every dimension of modern communications.
The agency serves talent, brands, films, studios, corporations, and nonprofits under one integrated structure.
Kelly Bush Novak launched the firm with a mandate.
The goal was to create a collaborative relationship between publicists and clients.
This contrasted with Hollywood’s traditional gatekeeper model.
As a result, ID’s client roster expanded rapidly.
It grew from three unknown actors to globally recognized artists, filmmakers, athletes, and brands.
In 2011, The New York Times described ID as one of “a handful of elite firms.”
The article highlighted its work with major entertainment figures.
Additionally, Mara Buxbaum serves as President of ID and celebrated 26 years at the agency in 2025.
Key ID Facts
- Founded: 1993, Los Angeles
- Founder and CEO: Kelly Bush Novak
- President: Mara Buxbaum (26 years at ID)
- Staff: 100 communications strategists
- Offices: Los Angeles, New York
- Clients served: 1,500 plus high-profile clients
- Notable talent: Patrick Stewart, Christopher Nolan, Serena Williams, Madonna, Janelle Monáe, Seth Rogen, John Legend, Cynthia Erivo, Javier Bardem, Alfonso Cuarón, Elliot Page
- Notable brands: Nintendo, Peloton, Reddit, Universal Music Group, CORE, Stand Up To Cancer, NAACP Legal Defense Fund
- Academy Award-winning campaigns: Roma (2018), The Revenant (2015), The King’s Speech (2010), The Artist (2011)
Core Services: What ID Entertainment Corporate PR Delivers
ID Entertainment corporate PR operates across six interconnected service areas that cover the full lifecycle of a talent or brand’s public presence.
1. Talent and Celebrity Communications: ID manages media relations, awards campaigns, and public narratives for high-profile clients. These include actors, directors, musicians, athletes, and thought leaders. The agency also provides franchise consulting and handles daily media requests.
2. Awards Campaign Management: ID’s film team runs some of Hollywood’s most strategically executed awards campaigns. Four Oscar-winning best picture campaigns confirm that this is a repeatable capability, not a one-time achievement.
3. Corporate and Brand Communications: ID launched its brand representation practice in 2006. The initiative began with Starbucks Entertainment and expanded the agency beyond talent representation. Today, the brands team serves Nintendo, Peloton, Reddit, Universal Music Group, major nonprofits, and entertainment clients.
4. Digital Strategy and Social Media: Kelly Bush Novak established a dedicated digital department early. She recognized social media’s strategic value before many entertainment agencies did. The agency introduced Patrick Stewart to social media, generating results the client himself described as unprecedented.
5. Crisis Communications: ID Entertainment corporate PR brings deep crisis acumen to high-profile situations. Kelly Bush Novak personally oversees crisis strategy for senior talent. She brings more than three decades of industry experience to reputation-sensitive situations.
6. Executive Visibility and Thought Leadership: ID develops communications programs for executives, technology leaders, and foundation heads. These programs help clients build credibility across business and entertainment media.
Notable Achievements: What ID Has Actually Delivered
The ID Entertainment corporate PR track record stands up to independent scrutiny at every level.
Oscar campaigns: ID’s film team drove press strategies for four Academy Award-winning best picture films. Roma, directed by Alfonso Cuarón, required a particularly sophisticated campaign for a Spanish-language Netflix film competing against major studio productions.
Advocacy and Cultural Milestones: In 2008, Kelly Bush Novak secured the cover of People magazine for the wedding of Ellen DeGeneres and Portia de Rossi. The coverage was widely viewed as a milestone for mainstream representation.
Social Media Innovation: ID introduced Sir Patrick Stewart to social media platforms. The campaign generated exceptional engagement and showcased the agency’s early digital expertise.
Starbucks Entertainment Launch: In 2006, ID led the launch of Starbucks Entertainment. The project marked the agency’s expansion into brand communications.
2024 Academy Awards: ID clients won several major Oscar categories. Winners included Christopher Nolan, Ludwig Göransson, and Wes Anderson. The results reinforced the agency’s reputation for award-winning campaign strategy.
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Honest Assessment: Strengths and Weaknesses
Strengths
- Largest independent entertainment agency in the United States, with no holding company ownership diluting its culture or client focus.
- Verified Oscar campaign track record across four Best Picture wins provides the most credible evidence possible of awards campaign capability.
- Dual talent and brand capabilities allow entertainment brands to access both celebrity relationships and corporate communications expertise from a single agency.
- Founder-led culture with Kelly Bush Novak still personally representing senior talent. That senior involvement signals genuine investment in client relationships at the highest level.
- Digital-first mindset embedded into every strategist’s role, rather than siloed in a separate team.
Weaknesses
- Highly selective. ID Entertainment corporate PR works with clients it believes are strategic. This is a strength for culture, but it means the agency declines many potential clients who might benefit from its capabilities.
- Premium pricing. The caliber of the client roster and the agency’s market position suggest pricing that is not accessible to emerging artists or small brands without established profiles.
- LA and NYC only. For global brands needing coordinated PR across European or Asian markets, ID’s two-office structure requires third-party partner agencies.
- Entertainment-first identity. Although the brand and corporate practice are strong, clients outside the entertainment ecosystem may find that the agency’s cultural orientation does not align with their sector.
Who Is ID Entertainment Corporate PR Best For?
Choose ID Entertainment corporate PR if:
- You are an A-list actor, director, musician, athlete, or thought leader seeking the most credible independent entertainment PR firm in Hollywood
- Your film needs a sophisticated awards campaign strategy from an agency with four Oscar-winning best picture credits
- Your consumer brand targets entertainment-adjacent audiences and needs authentic celebrity relationship access
- Your nonprofit or advocacy organization operates at the intersection of culture, entertainment, and social impact
- You are a technology or corporate brand that needs an agency with genuine Hollywood credibility alongside corporate communications capability.
ID is not right for you if:
- You are an emerging artist with a limited media profile and a small PR budget
- You need coordinated international PR across markets outside the United States
- Your brand sits in financial services, B2B technology, or another sector with no entertainment connection
- You need primarily broadcast or satellite media tour capabilities rather than earned editorial and awards positioning
Pricing
ID Entertainment corporate PR does not publish pricing publicly, which is standard for an agency of this caliber.
Based on the client profile and 100+-person team structure, talent representation.
However, retainers typically start at $5,000 to $10,000 per month for established artists.
Brand and corporate programs with integrated digital strategy are estimated to start at $10,000 to $20,000 per month, depending on scope.
Questions About ID
What is ID PR known for? ID Entertainment’s corporate PR is best known for representing A-list actors, directors, and musicians, Oscar-winning awards-season campaigns, and brand communications for major companies, including Nintendo, Peloton, and Reddit. It’s verified that the best picture campaigns include Roma, The Revenant, The King’s Speech, and The Artist.
Does ID PR work with brands outside entertainment? Yes. ID Entertainment corporate PR launched its brand practice in 2006 and currently serves Nintendo, Peloton, Reddit, Universal Music Group, and major nonprofits alongside its entertainment talent roster.
Is ID PR good for awards campaigns? Yes. ID’s film team has led press campaigns for four Academy Award-winning best picture films, most recently supporting Christopher Nolan’s Oppenheimer at the 2024 Academy Awards.
Weighing ID’s Scale Against Your PR Needs
ID Entertainment has established itself as a significant player in the entertainment communications space, with a long operating history, an extensive client roster, and a portfolio that includes several high-profile campaigns.
Its continued prominence over more than three decades suggests a strong ability to adapt to shifts in media, culture, and audience expectations.
That said, reputation and scale alone are not enough reasons to choose a communications partner.
If you are considering ID, evaluate the agency’s expertise, service model, industry focus, and track record against your specific goals and budget requirements.
For brands, studios, nonprofits, and talent operating within the entertainment ecosystem, ID Entertainment can be an option.
As with any agency selection process, the best decision will depend on the fit between the agency’s capabilities and the client’s unique communications needs.
