Mark Choueke, who spent three years in charge of Marketing Week, is launching Rebeltech alongside Nicole Lyons, who has worked for a number of agencies, most recently running boutique Purple Yolk.
The pair will take up central London office space next month and plan to make two hires by the end of the year.
Rebeltech's three clients at launch are AIStudio, which enables companies to build conversational artificial intelligence into their platforms, plus an unnamed New York-based retail tech firm and a London fintech company. It is targetting start-ups in London and other tech hubs.
Choueke told PRWeek: "We deliver press coverage but focus on bigger, more measurable outcomes. B2B tech companies need PR to work harder, do more. Coverage is a given but we want to drive internal storytelling capability to help shorten sales cycles.
"Tech companies wouldn't dream of outsourcing their software. Our dream is to help our clients reach the point where they don't have to outsource their storytelling either. If we make ourselves redundant within 18 months of working with clients because they've become better storytelling organisations with competitive advantage the result, we'll have done our job."
Choueke left Marketing Week in 2012 to move to Chime, initially working briefly with Bell Pottinger before moving across to Good Relations following the MBO at the former. Since then he has worked in-house at tech firms Qubit and Freespee, and as a consultant. He started his career as a business reporter for the Sunday Telegraph.
Lyons has worked as marketing manager for marketing tech firm Vuture, for a solicitors firm, as a freelancer and for Hotwire at the start of her career.