18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups
By A Mystery Man Writer
Description
18 Feet & Rising is relaunching its business as And Rising, a compressed version of its name that reflects what the agency describes as a "fresh strategic direction" targeting smaller, rapidly growing businesses and placing less emphasis on big established brands.
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/ViveraMain-20191007014016427.jpg)
18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/743/cached.offlinehbpl.hbpl.co.uk/news/OMC/hof-20181211022830549.jpg)
House of Fraser picks Who Wot Why to help revive fortunes
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/jar-20150723091531693.jpeg)
18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/combine_images-20170928110448737.jpg)
House of Fraser picks Who Wot Why to help revive fortunes
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/952/cached.offlinehbpl.hbpl.co.uk/news/OMC/Unlimited_richards-20190426105859755.jpg)
Unlimited Group CEO Michael Richards departs
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/18Feet-20180405120148460.jpg)
Huel unveils debut TV ad by And Rising
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/18feet-20180108035513447.jpg)
18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleHeight/815/cached.offlinehbpl.hbpl.co.uk/news/OMC/ViveraMain-20191007014016427.jpg)
Meat-alternative brand Vivera enlists And Rising to launch
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleToFit/376/210/cached.offlinehbpl.hbpl.co.uk/news/OMC/SAINSBURYs-MEAT-FREE-INTERVIEW-20190620043322691.jpg)
Meat-alternative brand Vivera enlists And Rising to launch
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/PEPERAMI_04-20200131124530820.jpeg)
Meat-alternative brand Vivera enlists And Rising to launch
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/hod-20180522091851314.jpeg)
Huel unveils debut TV ad by And Rising
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/1129_h36155-20190114034026145.jpg)
Unlimited launches in-housing offering for digital, creative and
![18 Feet & Rising becomes And Rising as it shifts focus to 'scale-ups](https://cached.imagescaler.hbpl.co.uk/resize/scaleWidth/181/cached.offlinehbpl.hbpl.co.uk/news/OMC/costa-20180905084122501.jpg)
Huel unveils debut TV ad by And Rising
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