LOS ANGELES / AUCKLAND, Today: Special’s U.S. office has taken out one of the industry’s biggest honours, with AdAge naming it 2026 ‘Independent Agency of the Year’.
It is a major moment for the New Zealand-founded agency, and a significant one for the local market too, showing a Kiwi-born business can successfully break into the U.S. and come out on top.
From humble beginnings in an old Auckland movie theatre, Special has grown into a global network with offices across New Zealand, Australia, the U.S., London and Tokyo.
The Los Angeles office has become especially well known for its work with Uber Eats, creating campaigns that have pushed the brand deep into popular culture.
That includes everything from Super Bowl spots to viral creative that has helped make Uber Eats one of the most visible and entertaining brands in the market.
One standout moment came at the 2025 Emmy Awards, where Uber’s “Brian Cox Goes to College” won Outstanding Commercial, beating work from Apple, Nike and Disney.
Still, the AdAge honour reflects much more than one campaign.
“To see our U.S. office named the best independent agency in America, following on from the incredible success of Special in Australia, London and Tokyo and at home in NZ, is of course a very proud moment.” – Tony Bradbourne, Founder of Special
In 2025, Special U.S. reported 68% revenue growth, doubled its team, added senior talent across social and creative leadership, and built a client roster spanning 14 major brands including Bumble, Target, Meta, Planet Fitness, Fox Sports and Audible.
“When we started Special in Auckland, the ambition was always to expand our approach to creativity, culture and effectiveness to new Special offices globally” says Tony Bradbourne, Founder of Special.
“To see our U.S. office named the best independent agency in America, following on from the incredible success of Special in Australia, London and Tokyo and at home in NZ, is of course a very proud moment.”
The win also adds to a strong run across the wider Special network.
In Australia, the agency reclaimed Campaign Asia’s Australia Creative Agency of the Year title in 2025, with work including the Shift 20 Initiative for the Dylan Alcott Foundation and ongoing success with Uber Eats.
Back in New Zealand, the founding office continues to punch above its weight, with major recognition for both its creative output and leadership.
Recent work has included Vanilla Ice fronting a campaign about beers exploding in freezers, KFC’s restaurant on rails, and a Tourism New Zealand dining experience that helped bring the Michelin Guide to New Zealand.
Special says its success comes down to a sharp focus on strong ideas, internal culture, effectiveness, and making work that genuinely connects with people.
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