Digital marketing executive Tom Cunha, publicist Adam Kersh and social media strategist Jean McDowell have launched the publicity, digital marketing and creative agency Brigade.

The New York-based venture handles traditional publicity and full-service digital campaigns for theatrical, television, home entertainment and VoD releases as well as festival and talent / film-maker publicity strategy.

Kersh heads the traditional publicity division including films, film-makers, festivals and talent representation. Cunha and McDowell oversee the digital marketing division and concentrates on publicity, promotions, social media, media planning as well as promotional websites, banner ads and viral applications.

The company’s initial client list includes Anchor Bay, Elephant Eye, IFC Films, Lionsgate, Roadside Attractions, Screen Media, Sony Pictures Classics and Universal Pictures, as well as a number of independent clients.

Upcoming theatrical release campaigns include TinyFurniture, StakeLand and Heartbeats.

“Our goal is to maintain a comprehensive expertise of the ever-changing digital landscape as well as an understanding of the current evolving nature of marketing and publicity as a whole,” Cunha said.

Kersh added that Brigade would serve as a “next-generation model” across the traditional and digital spheres, which McDowell said would allow the partners to “explore some of the most targeted and creative methods of campaign execution.”

Cunha headed the interactive division of Mammoth, where he spearheaded such projects as The Queen, No Country For Old Men and Project Runway. He also worked in digital marketing at MGM and Fox.

Kersh is a former Lionsgate and 42 West publicist whose campaigns include In The Loop, Humpday and Away FromHer. He has worked for Warner Bros. and the Writers Guild Foundation in Los Angeles.

McDowell began his career in media at Rock The Vote and later served as the director of digital media for Lionsgate’s theatrical marketing team and most recently as an account director at Special Ops Media.