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Following on from a four and a half year stint at Fallon London, and with successful campaigns for the likes of Cadbury Wispa, the Natural Confectionary Company and Sony HD under his belt, creative maestro Matt Keon has left the cosy comfort of a well-oiled agency to leap into the credit-crunched unknown by launching his own start-up with two comrades.



shots.net hunted the former Sydney-sider down to find out how he fell into the world of commercials by accident and why his new agency Eighteen Feet and Rising is riding high.


It's been grim times in adland over the past 18 months or so, what made you decide to leave the comfort of Fallon and go out on your own?
Fallon is an amazing place and leaving was one of the hardest things I have ever done. Richard Flintham has also taught me a lot. You cannot argue that he makes people better than they need to be. I felt like I could stay there for four more years but have always wanted my own agency so the timing felt right.


What are some of the projects you've worked on so far in your career as a creative?
Everything from the BBC launching JAM and working on Radio 1, to Sony HD to The Tate Movie Project to Cadbury with Wispa, TNCC, Trebor.


Is there a story behind the name of your agency, Eighteen Feet and Rising?
Yes. Our last names suck so we couldn't put them above the door. So we decided on our combined height. The 'and rising' is important because that's all about who we hire and the future of our company.


How did you get into the industry? And what interests you about commercials?
I fell into it. A friend of mine at university had a job and asked me to work with him over the summer. I never left. I am interested in ideas, not ads. What interests me about commercials is they need an idea.


Have you got any other jobs coming up that you can tell us about?
We're launching Freeview HD which will be on air around April. We're also working with Avon on some youth brands and doing work for them that is breaking new ground. Oh and we're making a watch.


What was the last thing you read?
A council tax bill. And Are You There God It's Me Margaret by Judy Blume. Amazing.


What have you been watching or listening to lately that you reckon shots.net readers should check out?
Audio books are great. Once you start listening they're addictive, and you can cover lots of ground in terms of books you've wanted to read but are so lazy you never get to read them. Also I think Sasha Grey is fucking interesting. Watch her as a brand and how she is growing. The transition from porn star to opinion former is interesting. No ad guy involved.


If you had all the equipment in the world and an infinite budget, what would be your ideal film project?
Not sure. Probably The Goonies Part 2.


Has anything been getting you angry recently?
Yeah, idiots that don't get up for old people on the tube.


2010 is just beginning what do you hope to achieve by the end of the year?
To win the business of two more decent businesses and have an output of world class work. And not to worry about what other people are doing.


Have you been involved in any creative projects on the side outside the commercials realm?
Yes always. Written a book. Conceived and manufactured a bodyspray. Have a greetings cards company. The usual stuff.

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