Former publicists for ID and 42West Liz Mahoney, Megan Moss Pachon, Bryna Rifkin, and Heidi Lopata are forming a new entertainment public relations firm, Narrative.

“We have the utmost esteem for our colleagues at ID and 42West and are deeply appreciative of the wisdom, guidance, and mentorship from industry leaders Kelly Bush Novak, Mara Buxbaum, Leslee Dart, Amanda Lundberg and Allan Mayer in nurturing our respective careers. We look forward to our next iteration with the formation of Narrative,” said Mahoney, Moss Pachon, Rifkin, and Lopata in a statement.

During their respective tenures, the quad represented acclaimed talent such as Amy Adams, Josh Brolin, Marion Cotillard, Emilia Clarke, Chris Evans, Kathryn Hahn, Timothy Hutton, Diane Kruger, Jennifer Lawrence, Ewan McGregor, Ezra Miller, Megan Mulally, Ruth Negga, Daisy Ridley, Margot Robbie, Sam Rockwell, Michael Shannon, Alicia Vikander, and Kate Winslet as well as filmmakers Noah Baumbach, Greta Gerwig, Brit Marling, Simon Kinberg, Matt Reeves, and Black Label Media, among others. The company is sorting out their client list, but the expectation is that many of the clients are following.

News recently broke that Mahoney and Pachon would be leaving ID-PR, where they carried an impressive roster of clients, and the additions of Rifkin and Lopata only bolster that client list. Mahoney got her start at ID-PR in 2006 as Bush Novak’s assistant. Pachon moved up the ranks after starting as an assistant in 2003.

While surprising, the move is far from irregular. Recent years have seen Leslee Dart leaving PMK to start 42West; HBH publicists Stephen Huvane, Simon Halls, and Robin Baum bolting from their firm to create Slate-PR; and Cynthia Swartz leaving 42West to start Strategy PR.