NEW YORK — Fight or Flight’s Lauren Payne-McLeod is leaving London for New York, where she will serve as the B2B agency’s first North America head of strategy and creative.

Payne-McLeod will be responsible for the quality and delivery of strategy and creative insights across the team's account work, developing key client relationships, and driving new business growth. She also will be part of the North America leadership team.

Payne-McLeod has been with FoF in London for the last three years, most recently serving as the headquarter office’s director of strategy and creative. Before joining FoF, she worked for Teneo, also in London.

Payne-McLeod’s move to New York comes roughly 18 months after Fight or Flight set its North America expansion in motion with a spate of senior hires, including Weber Shandwick veteran Tim Fry as US chair, after winning a string of US-based clients and multimarket briefs. This quarter, FoF added Atera, an AI-powered IT management platform, to its client roster.

Fight or Flight has been in business since April 2020, when it was launched by three former Weber Shandwick technology practice leaders — Joe Walton, David Woodward and Charlie Meredith-Hardy. The firm quickly became one of the fastest-growing agencies in the business, with a roster of B2B clients that has included DLA Piper, Expedia Group, GitHub, LinkedIn, Nokia, Sky, and Tableau.