Endeavor publicist Michael Donkis is leaving the agency to partner with former PMK/HBH senior vice president Joy Fehily on the new communications firm Prime.

Prime will be based in the arts district of Culver City in Los Angeles and will support clients with strategic publicity and communications services. Each year the firm will take on one Los Angeles-based non-profit organization and offer pro bono services, starting this year with The Art Of Elysium, which brings arts programmes to sick and critically ill children.

Fehily left PMK/HBH in December while Donkis will continue to work with Endeavor as a consultant following his tenure in charge of the communications department.

Donkis joined Endeavor in 2000 and previously ran the Washington DC-based non-profit Food For All. Before that, he headed communications and marketing for two trade associations.

Fehily began her career 13 years ago at PMK/HBH and has taken all her clients with her to Prime. They include Gerard Butler, McG, Joel Silver, Graham King, Aaron Sorkin and Olivia Wilde.

Prior to PMK/HBH Fehily was a publicist at Castle Rock Entertainment. She has also collaborated on campaigns for Traffic, Gosford Park, Chicago, The Aviator and The Departed, among others.