NEW YORK — B2B communications agency Fight or Flight has expanded its North American leadership team with the appointment of former Current Global US technology practice lead Emma Hedges as EVP, US operations and client service Lead.

Based in the New York office, Hedges (pictured, right) will be responsible for client experience across the agency and developing and implementing operational strategies that support the agency’s growth in the US.

Hedges joins Fight or Flight after 15 years at IPG agencies. In her most recent role at Current Global, she oversaw the agency’s portfolio of technology accounts, including SAS, INRIX and FedEx Innovation. Previously, Hedges led strategic, creative campaigns at Weber Shandwick for the likes of Verizon, Capgemini, Cisco, Ericsson, Honeywell, IBM, Microsoft, Ricoh, Siemens, Toshiba and Unisys.

The move reunites Hedges with former Weber Shandwick colleagues and Fight or Flight founders, Joe Walton, Charlie Meredith-Hardy and David Woodward. She joins the North American senior team that includes Tim Fry, who joined as North America chair in 2022, and Dan Bird, who relocated to New York after joining the firm at launch in 2020.

Hedges said: “I’ve always shared Fight or Flight’s vision of disrupting B2B comms. What excites me most is the agency’s ability to stretch brands’ creativity and take clients on the journey to bring ideas to life in new ways. Creativity is nothing if it stays in a pitch deck. I’m excited to come on board to continue to build on the agency’s excellent reputation for client experience and deliver creative campaigns designed to drive commercial results for B2B brands.”

The agency has also promoted Dan Bird (pictured, left) to SVP of media and innovation. Bird, who leads the agency’s global media accounts, will be responsible for delivering creative earned media campaigns while maintaining the agency’s commitment to innovation.

Bird and Hedges will report to Fry, who is responsible for the agency’s overall North American performance including client satisfaction, employee development and commercial growth.

Fry (pictured, centre) said: “Emma is a real coup for the agency. Her vast experience delivering creative and impactful campaigns for clients will supercharge the agency in North America and globally. Combined with Dan’s nose for creative storytelling and future bets, this leadership team is a potent combination. I’m delighted to welcome Emma and congratulate Dan.”

The news follows a year of triple-figure growth for Fight or Flight in North America. This year, the business has won retained contracts with Avalara, Board Intelligence, Frontify, IBS Software, Lookout, Roland DGA and Salesforce, adding to longer-standing clients including Expedia Group, Board International, Quantexa, and Medius. The agency was named as one of the top 10 fastest-growing agencies in the world this year by PRovoke Media.

Fry added: “B2B brands are bored of being boring. Our relentless focus on creativity has delivered outstanding results and attracted – and kept – the bravest and boldest clients. Our sustainable growth has enabled us to continue investing in the best people and technology.”