New York agency heads Judith King and Andy Morris have parted ways after 12 years as The Morris + King Company, a $3M firm with clients like Visiting Nurse Service of New York and Heifer International.

Morris + KingKing, lead partner of the firm, told O'Dwyer's that she and Morris had a fruitful partnership but that the time came to pursue their different specialties in the PR space. "We have different interests," she said. "My areas are healthcare, life sciences and luxury goods, while Andy is into technology, social media and digital PR."

Morris, who held top roles at LaForce & Stevens and DKC before founding M+K in 2001, is setting up Open Communications on W. 30th Street in New York. He has not yet been reached about the new venture.

King said the partners were able to split with their respective client rosters without any conflict.

King will remain in M+K's 101 Fifth Avenue offices as King + Company with around 18 staffers, she said.

The move follows a robust 2012 for M+K, which saw an 18% increase over 2011 and billings approaching $3.2M.