LONDON Technology company Roland DG has appointed B2B comms agency Fight or Flight, set up by three former Weber Shandwick tech leaders in April – as its pan-EMEA agency of record after a five-way pitch.

Roland DG is the number one provider of wide-format digital inkjet printers for the durable graphics market, and supplies the sign, graphic arts, commercial print, packaging, labelling, promotional gift, textile, engraving, milling and 3D modelling industries.

The brief is focused on promoting Roland DG’s line-up of innovative products and solutions, supporting its expansion in sectors such as retail, textiles, industrial and dental and re-energising its brand, reputation and thought leadership across more than 60 EMEA markets.

The pitch process was initiated by former American Airlines and Expedia exec Stephen Davis, who was appointed as EMEA marketing director six months ago. His remit is to reinvigorate the Roland DG brand in the region and he is in the process of leading an EMEA-wide marketing reorganisation.

Davis said: Roland DG has a long history of innovation in EMEA and our products and services power a diverse range of businesses across the region. The decision to appoint a full-time pan-regional PR agency is a statement of intent and a clear signal that we’re committed to investing in and revitalising our brand in the months ahead.

“We were impressed with Fight or Flight’s passion for creative and innovative B2B comms, and its track record managing multi-market assignments for blue chip organisations.”

Fight or Flight managing partner David Woodward added: “We’re delighted to land such a prestigious account in our first couple of months as a new agency. Roland is a fantastic brand with a great heritage, and we’re excited by the creative challenge of communicating the full potential of the company’s innovative products.”