The agency is called Tovera Consulting and based in London. It has launched with two undisclosed clients, thought to be a bank and a travel business.
Fox, who founded Axis Communications and has worked with clients including Levi’s, ITV, Tesco, AstraZeneca and British Gas, said: "Tovera Consulting advises businesses on protecting and building both brand and reputation capital, refining management techniques to create fireproof strategies to safeguard corporate survival in a digital age."
His business partner Binnie co-founded strategic brand consultancy Amethist in 2000, working with clients including JWT, BP Castrol, Ogilvy & Mather and Charities Aid Foundation. Before that she was a board account planning director at Arc, KHBB and DMB&B.
The Tovera name derives from Celtic and Latin translations of "two truths".