Borkowski, one of the UK's best-known PR professionals, severed ties with his eponymous agency, now rebranded as Beige, in April. He has now revealed five colleagues who will work for his new consultancy, Borkowski.do.
Durden, who formerly worked at ad agencies Miles Calcraft Briginshaw Duffy and PHD, appeared as a housemate in Big Brother 8.
Other appointments include media buying and planning expert Ivan Clark; TV format developer Claire Walsh; civic engagement developer Aladin Aladin; and food and style specialist Hannah Gutteridge.
Borkowski said: 'It's a hybrid agency. I don't want to be described as social media, advertising or PR. There's another way of doing it. We have to have collaborative partners from other disciplines to talk to brands about shaping content. There is not enough respect for PR to wholly do that.'
The collaborators will work as freelance partners.