Honnor left Tulchan in May 2011 and since August has been advising News International CEO Tom Mockridge. It is thought that the terms of his departure from Tulchan prevented him from launching Greenbrook until now.
Greenbrook’s founding team also includes Carlyle Group’s Rosanna Konarzewski, who will be an equity partner in the business, and Samantha Harris from MF Global, who joins as an executive.
At the global asset management giant Konarzewski was responsible for comms across Europe, the Middle East and Africa. Before this, she worked at Moorgate Group, focusing on private equity and investee companies. She will join the agency in March.
Harris was an associate in the corporate comms team at MF Global, the US futures broker that filed for bankruptcy last October.
The new venture will focus particularly on the alternative investment sector, including private equity and hedge fund clients.
Honnor told PRWeek that he believed the importance of reputation for such firms has grown since the financial crisis as investors have become increasingly selective.
Honnor became one of Tulchan’s first employees when he joined in 2000 from Brunswick, where he worked as an associate partner in New York and London. During that period, he spent two years on secondment to the Department for Culture, Media and Sport, where he was a special adviser to Virginia Bottomley.