Jordan, who quit B-M at the end of 2009 after six years, has joined forces with another B-M veteran, Vanessa Colomar.
He told PRWeek that the new outfit will opt for a more strategic focus, in contrast to the tactical approach favoured by political communicators.
Jordan said: ‘There is a need for executives to communicate in a very strategic way, but that demand is being fed by political communicators.'
Sermelo has undertaken work for a hedge fund, a consumer packaged goods firm and a digital business.
