The Interpublic-owed firm, based in Los Angeles, said its New York-based COO Joseph Assad will lead Vowel. Jeff Diamond, co-founder of Spokes, takes a senior VP role, while co-founder Matt Kennerson is senior developer.
The unit will handle content development and distribution, digital and social media, community management, measurement and related services.
Spokes' client roster has included Intel, Gilt City, Virgin Mobile USA and Rdio.
Assad said that while PMK-BNC has been providing digital services, the Vowel offering is a more comprehensive solution that can be integrated with PR, experiential and marketing.