Eloqui - Latin for eloquent - will concentrate on public affairs and risk management, with Genasi as CEO and Sermon as chairman.
Genasi said the consultancy is already on the lookout for public affairs and crisis management specialists and expects to have a team of ten by the end of the year.
Genasi worked at WS for six years, latterly in New York as global director of strategy. He was previously CEO of the European corporate practice and the UK consumer practice, and has had spells at Ketchum and Countrywide Porter Novelli during a 17-year PR career.
Richard Sermon was co-founder of Shandwick Consultants and later chief executive of Shandwick International, until he left the firm in 1996 to found the Gryphon Group of Companies.