After 13 years at the Hollywood flackery ID, publicist Ina Treciokas is starting her own agency. What’s unusual is that there was a joint announcement this AM in which ID founder Kelly Bush called the departing senior EVP one of her best friends. And now one of her competitors. (Go figure.) Treciokas issued the usual platitudes, while Bush, who met Treciokas when they both worked for Susan Geller years ago, said “she has my full support in her exciting new endeavor.” Treciokas’ clients include Sarah Jessica Parker, Mike Myers, Katie Holmes and Owen Wilson. One publicist working for a rival firm emailed me, “It seems like she is leaving at a time when Kelly is expanding the company into other more lucrative revenue streams, like brand representation and management, while Ina enjoys actual client representation.” Bush, who founded the 60-employee company repping hundreds of A-listers and up-and-comers, is indeed expanding into brands (Tiffany & Co and Kiehl’s) and entertainment companies (Atlas and Mandate). However, she manages just one client — Juno‘s Ellen Page. Her long-time PR clients include Natalie Portman, Ben Stiller, Ellen DeGeneres, and Tobey Maguire. ID is one of the largest independently owned and operated Hollywood flackeries while most of the big boys are conglomerate owned.