LONDON — Three former Weber Shandwick technology practice leaders have launched a B2B communications agency, Fight or Flight.

Joe Walton (pictured, centre), David Woodward (right) and Charlie Meredith-Hardy (left) led the transformation of Weber Shandwick's technology and B2B practice in London before leaving in October last year to start planning their own venture.

Their new agency will specialise in integrated communications campaigns “that deliver both emotional and commercial impact, challenging preconceptions of B2B as ‘dry’ and ‘boring’.”

Woodward said: “The rules of attention don’t change just because you’re targeting professional buyers. The campaigns that achieve impact manage to cut through on an emotional as well as a rational level. That requires understanding the audience inside out and building brave campaigns that make them feel something.”

Fight or Flight’s services include media relations, social media, content creation, research and insights, sustainability advisory and account-based marketing.

Launch clients range from fast-growth start-ups in machine learning and biotech to global risk management and aviation companies, and half of Fight or Flight’s assignments so far are regional or global in scope.

Walton said: “B2B is a bigger market than B2C – and the stakes are higher. Clients in this sector want to do great work, but they often find themselves up against a tonne of internal barriers. We’re an agency with experienced consultants that can help push the best ideas through.”

Fight or Flight is using a network of B2B and tech talent across Europe – as well as the leadership team’s experience running EMEA hub programs for clients such as IBM and Honeywell – to offer multi-country support.