LONDON — B2B communications agency Fight or Flight has hired consumer brand specialist Kate Sarginson as its first head of creative.

Sarginson led Weber Shandwick’s consumer marketing division for three years, driving integrated earned campaigns for the likes of AB InBev, Netflix and Virgin Atlantic. Over her 16 years of consultancy experience, she has advised brands including Budweiser, eBay, Nespresso and Tinder. Sarginson left Weber Shandwick in 2021 after 11 years to set up her own consulting practice.

In her new role at Fight or Flight, Sarginson will apply her consumer brand experience to B2B creativity, leading the agency’s creative output on UK and global briefs for clients such as Expedia, LinkedIn, Sky, Nokia and Trainline.

In its first two years, Fight or Flight – PRovoke Media’s new EMEA agency of the year for 2022 – has helped a number of B2B brands to take a more consumer-focused approach to communications, including the Dress Release campaign for commercial printer company Roland DG – one of its first clients – which has won several awards for creativity, including in consumer categories. 

Managing partner David Woodward said: “B2B campaigns have to work even harder than consumer campaigns to deliver the same attention. That’s why Kate is a big hire for Fight or Flight. She has proven expertise in delivering bold, effective work. And she brings consumer brand experience that will enable our clients to do even bigger, braver campaigns.”

Sarginson added: “There’s a huge opportunity in B2B for brands to deliver competitive advantage through creativity. I’m looking forward to helping Fight or Flight grow its formidable reputation for brave campaigns that people remember.”

The move follows the agency’s hire last month of former Weber Shandwick global technology practice chair Tim Fry to head up its expansion into the US.

Woodward said: “Our clients often find themselves acting as champions for brand investment in environments where the brand argument hasn’t yet been won. This drives our recruitment strategy. We hire consultants with good ideas, but they also need to know how to get great campaigns made.”