School Reports 2012: 18 Feet & Rising

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Recent Nationwide work
Recent Nationwide work

During 2011, 18 Feet & Rising (founded at the end of 2010) experienced sufficient growth to shrug off its "start-up" tag.

Score: 7

Agency fact file: 18 Feet&Rising
Type of agency Creative advertising
Company ownership Independent
Key personnel Jonathan Trimble managing partner
  Matt Keon creative partner
  Tim Millar strategy partner
Declared income n/s
Total accounts at year end 9
Accounts won 5 (biggest: Nationwide)
Accounts lost 1 (Freeview – resigned)
Number of staff 23 (+40%)

However, the shop was still considered a young, energetic challenger – a perception it worked to its advantage.

A case in point was the agency’s appointment to the Virgin Media roster, as a second-string shop to the winner of the main advertising pitch, Bartle Bogle Hegarty.
The appointment was a result of a chemistry meeting between 18 Feet & Rising and Virgin Media as part of the main review and suggested the agency offers a different energy and perspective to some of its competitors.
18 Feet came into its own in the first half of the year, after winning its biggest piece of business to date, Nationwide’s £20 million account.

The win boosted the agency’s profile as well as its billings. But the year was not without its challenges and, shortly afterwards, the agency parted ways with its founding client Freeview and its £10 million account.

The agency grew to cater for new clients, which also included the global RockCorps business, and hired Rob Ward, a planning director at BBH, as its first head of planning. High-profile work included the humorous royal wedding-themed "corgi" spot for Freeview and the Nationwide "carousel" ad.

18 Feet also produced some new TV work for LoveFilm and the "project ocean" campaign for Selfridges.The agency’s confidence should be rising along with its billings and in 2012 more self-assurance should be on display in its work. With big-name clients under its belt and the coup of getting on the Virgin Media roster, 18 Feet looks to be growing into a significant force.

Score last year: 7

How 18 Feet & Rising rates itself: 7

"The so-called difficult second year was met with incredible new joys and heights. We remain humble and steadfast to the task ahead in year three."

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