The agency has launched with three staff and a mix of retained and project-led accounts across music, food and leisure, including music hardware brand Moog and London restaurants Beagle in Hoxton and The Last Tuesday Society in Hackney.
The agency’s offer is said to go beyond media relations into creative elements.
McEntee, who was also head of media at Edelman’s London office, said: "We’ve seen the PR industry shift to a point where you can’t have any impact with media unless you are a creator too.
"We have a creative network made up of artists, innovators and young talent; they help us develop ideas. We also have a technology network that enables us to bring those ideas to fruition in interesting ways; new digital experiences, product prototypes, VR. Everything is underpinned by rigorous earned media delivery; that is our core offering. But this alone is no longer enough."
McEntee was at Edelman for eight years, where he worked with clients including Heineken business, covering the UEFA Champion’s League and James Bond campaigns. He left the agency last September.