House of Fraser awards ad business to 18 Feet & Rising

House of Fraser has handed 18 Feet & Rising its adver­tising business.

House of Fraser: convinced by 18 Feet & Rising to forgo full pitch
House of Fraser: convinced by 18 Feet & Rising to forgo full pitch

Campaign revealed in May that House of Fraser was reviewing its creative account and holding a pitch with three agencies. But after chemistry meetings, 18 Feet & Rising persuaded the department store to abandon its plans for a full pitch.

18 Feet & Rising will look after the creative and strategy for all of House of Fraser’s above-the-line campaigns.

Fallon had been handling the retailer’s advertising on a project basis since 2011.

In 2013, House of Fraser moved its media business to Goodstuff Communications. Starcom MediaVest Group was the 14-year incumbent.

House of Fraser spent £3.2 million on media in 2012, according to Nielsen, but is expected to invest more heavily after selling a majority stake to a division of the Chinese conglomerate Sanpower. The deal valued House of Fraser at £480 million.

Jonathan Trimble, the chief executive of 18 Feet & Rising, said: "House of Fraser is a British high-street institution with a fast-changing digital and international future. It’s an exciting time for the business and therefore an exciting time to have them part of the agency."