NEW YORK – April 29, 2026 – ArmstrongB2B®, the specialist integrated marketing agency for world-leading industrial and manufacturing brands, today announced the launch of its North America operations to support rapidly growing demand from clients in the region.
Seasoned holding company executive John Dunleavy was appointed Non-Executive Director in fall 2025 to support Global CEO Daniel Owen in accelerating the agency’s North American expansion. Marking the first major hire, Scott Lynch will lead U.S. operations, with a focus on client leadership, commercial growth, and market development.
Founded in the UK with a strong focus on the manufacturing industry, ArmstrongB2B® has been rapidly expanding its client roster in the U.S. The agency recently won Progress Rail (bolstering its growth in the rail sector), Dorman Products (expanding its expertise in the automotive industry), and VB Spine (medical technology).
Daniel Owen, CEO of ArmstrongB2B, said, “We support technically advanced companies in critical world industries to articulate and demonstrate their products and technology and enable them to reach more of their audiences around the world.
Today, over 40% of our revenue comes from customers across the US. We are recognized for our deep industrial sector understanding, our single source offer, and our capabilities in supporting industrial brands to perform better. We do this because we see many companies in technical industries underrepresent their technology and products in their market.
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. With John and Scott’s deep market expertise, we have a great foundation on which to establish a physical presence.”
John Dunleavy brings more than two decades of global leadership experience across WPP, Interpublic Group (IPG), and Publicis Groupe to his role as Non-Executive Director. Most recently, he served as President of McCann Worldgroup North America, where he led a network of 3,000 people. Today, John serves as a strategic advisor to independent creative, social, digital and media agencies, and private equity firms. Working in partnership with Owen and Lynch, Dunleavy will focus on enterprise growth strategy, senior client stewardship, and building the operational infrastructure required to support ArmstrongB2B’s expanding U.S. footprint.
Dunleavy added, “Successful brands need agency partners with vertical-specific expertise and a deep understanding of their unique challenges. ArmstrongB2B delivers that specialization alongside the strategic and creative acumen required to connect with buyers in meaningful ways that drive growth. I’ve long admired the agency’s focus and reputation, and I’m excited to help further strengthen and scale ArmstrongB2B’s presence in the US.”
Industry veteran Scott Lynch has been hired to lead the US office, armed with more than 25 years of experience across B2B and consumer marketing, including senior roles at McCann, Publicis, and Hill Holliday, and worked with brands such as Verizon, eBay, Honeywell, Samsung, Citi, Heineken, and Canon. He is recognized for turning complex offerings into clear, compelling narratives that drive measurable growth and will help support Armstrong’s continued U.S. expansion.
Lynch said, “North American manufacturers are under intense pressure to perform in categories where products are technically comparable and sales cycles are long. ArmstrongB2B’s strength is translating complex technical offerings into marketing that differentiates brands and drives measurable business outcomes. That combination is rare and urgently needed in the U.S. market, creating significant and exciting opportunities for growth.”
The U.S. office launch comes at a time of growth for ArmstrongB2B, which grew by nearly 15% in 2025 despite one of the most challenging economic periods the manufacturing and industrial sectors have faced in recent years. The agency has also evolved its positioning, recently launching a fully redesigned website built around its new platform, “Perform Better. Matter More.” The line underscores ArmstrongB2B’s focus on driving measurable business performance while helping B2B brands communicate their value in more meaningful, emotionally resonant ways.
