NEW YORK — B2B communications agency Fight or Flight has won the latest in a string of new US clients, adding cybersecurity company Lookout to its roster after a competitive pitch.

Lookout, which was recognized as one of the three highest-scoring vendors in the 2023 Gartner Critical Capabilities for Security Service Edge Report, has tasked the London-headquartered agency with leading creative campaigns related to its new positioning around 'freedom of control'.

The work, led by the Fight or Flight’s US team, covers a integrated communications brief including strategy, creative and media relations.

Lookout’s senior director of corporate communications Michelle McGlocklin – who led Weber Shandwick's technology practice in London for 18 years until 2012 – said: “Today’s cybersecurity environment requires a bold approach to data protection that addresses security from endpoint to cloud. Fight or Flight has a track record of creative, impactful campaigns to ensure our communication is as bold as our customer proposition and rises above the noisy cybersecurity market.”

Fight or Flight’s US chair Tim Fry, who joined the agency at the end of last year, added: “Lookout is the type of client partner that Fight or Flight is built for. The team understands that to break through in the world of B2B you have to go well beyond nuts-and-bolts communication – you need unexpected, disruptive and irresistible ideas, flawlessly executed, so audiences can’t help but pay attention and take action.”

Since January, the agency, founded in 2020 by three former Weber Shandwick technology leaders, has also taken on new US assignments from Salesforce, Roland DG, IBS Software and AI virtual product placement company Ryff. With US headquarters in New York, Fight or Flight has teams based in New York, Los Angeles, Boston, Richmond, and Seattle.