Fight or Flight

In just five years, Fight or Flight has redefined B2B communications, proving that business audiences deserve the same creativity, storytelling, and emotional impact as consumer brands. Founded in 2020 by former Weber Shandwick technology leaders Charlie Meredith-Hardy, David Woodward and Joe Walton, Fight or Flight’s bold approach has made it one of the most admired UK-based agencies among its peers.

While others in the B2B and tech sectors are open about how tough 2024 was, Fight or Flight’s approach and leadership has, notably, enabled it to beat the global tech slowdown. The numbers speak for themselves: 100% growth in global revenue in 2024, reaching £6.9 million, with its North American division doubling in size. The agency’s client portfolio includes some of the world’s most influential B2B brands: LinkedIn, Oracle, AMEX GBT, and Expedia, alongside disruptors such as Deel, Nintex, and Quantexa. But it’s the calibre of the work that sets Fight or Flight apart.

The agency’s award-winning campaigns in 2024 blurred the lines between B2B and mainstream culture. Its ‘CPR Bra’ campaign for St John Ambulance, highlighting gender bias in emergency response, went viral—generating 150+ media hits, a 26,400% increase in web traffic, and a hero segment on BBC Breakfast. ‘Big Hero Snitch’, a groundbreaking campaign for Medius, turned the negative perception of whistleblowing into a celebration of corporate transparency, earning headlines in Forbes, the Financial Times, Fortune, and the Wall Street Journal, while generating almost $250k $234, in new business leads. For Lightspeed Commerce, the agency capitalised on the solo dining trend with an immersive, influencer-led experience that drove an 86% increase in sales leads.

Innovation is also a core part of Fight or Flight’s offering. Last year, it launched Media TrAIner, an AI-powered media training tool that simulates journalist interactions and provides instant feedback, enhancing media preparedness for spokespeople. The tool is already being used by clients such as Avalara and Clinigen.

Fight or Flight’s investment in talent and culture has been pivotal to its rise. The agency has grown into a 60-person agency with a world-class NPS of 76, and 78% of clients rating it a 9 or 10. It’s also committed to diversity:50% of leadership is female, 28% of the workforce is from minority ethnic backgrounds, and 12.5% of leadership is ethnically diverse. 

The agency was named one of Campaign’s Best Places to Work in 2024, reflecting its commitment to creating a diverse, inclusive, and rewarding workplace. DEI initiatives include reverse mentoring, MBTI assessments, and partnerships with Braver to improve ethnic minority representation in leadership. Employees benefit from private medical insurance, flexible working policies, and international career opportunities, with the agency supporting relocations between its London and New York offices. — MPS