We’re used to the All Blacks, or Air New Zealand topping global ‘best in the world’ rankings, but for the first time, an independent advertising agency from New Zealand has secured that accolade.
Advertising agency Special was picked as ‘Global Creative Agency of the Year; by Campaign UK – one of the oldest and most prestigious marketing publications in the world. Now, after a bumper run of success, Special has set up shop in the heart of Ponsonby.
Astute renovation spotters might have noticed the bright ‘Special’ sign sitting atop a brand-new three-story building on the corner of Ponsonby and Franklin Roads – but wondered what was behind the stark white façade.
The answer is an advertising, design, and PR agency: one which has quickly outgrown its existing premises in Victoria Park following the collection of new clients, a growing headcount and industry recognition.
Special originated from humble beginnings 15 years ago – started by its three founders in a disused cinema in Kingsland with one table, three chairs, and zero clients.
Since then, it has transformed itself to become New Zealand’s only homegrown global advertising network with offices in Auckland, Wellington, Sydney, Melbourne, London, Los Angeles, Tokyo, and New York.
Its new office on Ponsonby Road replaces the old White Cross Medical Centre and has been a custom- designed construction over the last 18 months to build a multi-disciplinary creative space.
The new Karma Cola: Brand and indentity design office occupies the two top floors of the building and features studio space for photography, edit suites, larger conference rooms, private offices and room for flexible working and collaborating.
The space is home to over 70 employees spanning advertising, design, PR, strategy and interactive capability and some of NZ’s most admired brands.
The impact of Special doesn’t end at Ponsonby’s fringes either. Special has expanded into territories such as the UK, USA, and Australia with an ambitious and innovative style of creativity.
The company now employs almost 300 people worldwide and is globally most recognised for its work with Uber Eats. The creative platform “Tonight, I’ll be eating...” for Uber now runs in multiple markets and has seen celebrities such as Lil Nas X, Gwyneth Paltrow, Kim Kardashian, and Simon Cowell feature in the brand’s platform.
Other global clients include gaming firm Roblox, Virgin Australia, Bonds, Netflix, and Pepsi.
Special’s unique global footprint – founded and driven from New Zealand – has seen it partner with New Zealand businesses looking to export to the world including Rockit Apples, New Zealand Trade & Enterprise, and Education New Zealand.
“With our home in NZ but with offices around the world, we are in a unique position to take the best of NZ brands to the world” says founder, Tony Bradbourne. “We think we’ll be very happy in our new offices in the heart of Ponsonby and we’re hoping to make a Special contribution to our new community very soon”.
For more information visit www.specialgroup.com
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Published: September 2023