UK-based agency ArmstrongB2B has expanded to North America with the opening of a New York office to support its clients in the region, which now accounts for about 40% of its business. 

Scott Lynch has been hired to lead U.S. operations. He has 25 years of experience across B2B and consumer marketing, including senior roles at McCann, Publicis, and Hill Holliday, and has worked with brands such as Verizon, eBay, Honeywell, Samsung, Citi, Heineken, and Canon. Most recently he was senior vice president, group account director at MRM/McCann. 

Founded in the UK with a focus on manufacturing clients, ArmstrongB2B has been rapidly expanding its client roster in the U.S. The agency recently won Progress Rail, automotive aftermarket manufacturer Dorman Products and medical technology firm VB Spine.  

Holding company veteran John Dunleavy joined ArmstrongsB2B’s board last fall and will work with Lynch and global CEO Daniel Owen on the growth strategy and build out of NA operations. Most recently he served as President of McCann Worldgroup North America. 

“Establishing our headquarters in New York City aligns us more closely with U.S. buying cycles and decision-makers, allowing us to better support our North American clients,” said Owen. “With John and Scott’s deep market expertise, we have a great foundation on which to establish a physical presence.” 

Armstrong was founded in 1991. The agency recently did a brand refresh with a redesigned website and tagline, “Perform Better. Matter More.” The line underscores ArmstrongB2B’s focus on driving measurable business performance while helping B2B brands communicate their value.