Sydney agency Colman Rasic will rebrand as 18 Feet & Rising, following a deal which saw the UK independent buy a stake in the local shop.
The rebrand will merge Colman Rasic Sydney and 18 Feet & Rising London in a bid to establish cohesive cross-border operations.
Its current London chief executive Jonathan Trimble will continue to oversee the respective arms.
Colman Rasic's chief executive Ben Colman, executive creative director Dejan Rasic and chief financial officer Richard Purdy will retain a majority share of the agency post-rebrand, allowing for indepedent local operations in addition to unified global ones.
The new Sydney-based agency will debut with local and Asian clients including Coopers Premium Beverages, MTV Exit, Taylors Wines, NewsLifeMedia, BlackRock iShares and Korean Tourism.
18 Feet & Rising London was founded by former Fallon senior executives Jonathan Trimble, Matt Keon and Tim Millar. It's current clients include Virgin Media, Selfridges & Co, National Trust and RockCorps.
18 Feet & Rising London chief executive Jonathan Trimble said: "Technology has eclipsed the need for network capability. This acquisition isn't about country presence or a Sydney office. It's about access to the best talent the world has to offer."
Colman Rasic's chief executive Ben Colman said: "We are thrilled to be joining forces with 18 Feet & Rising. We share a common vision around what it takes to be the agency of record for the next decade. And the power of great work”.
Colman Rasic executive creative director Dejan Rasic said: "Our culture and commitment to great work is a natural and effortless fit with 18 Feet & Rising, so it didn’t take very long for any of us to embrace this as a great opportunity."
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