Special Group taps UK ECD

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AUCKLAND, Today: Special Group NZ has hired Gary McCreadie as ECD. He was previously partner and creative director at Bartle Bogle Hegarty London, where he ran the agency’s largest accounts – Lynx/Axe global and The Guardian.

During his tenure, BBH held titles including Campaign Agency of the Year, British Arrows Agency of the Year and APG Agency of the Year. 

As ECD of TBWA\Sydney from 2014-2017, the company was recognised as Ad News Network of the Year, shortlisted for Mumbrella’s Agency of the Year, and runner-up for B&T’s AoY, leading brands including David Jones, Foxtel, MJ Bale, Virgin Mobile and AirBnB.

McCreadie has also enjoyed roles as a founding partner of Ugly Sydney and most recently as ECD of 303 MullenLowe Sydney looking after Audi, Netflix, TK Maxx, Harley Davidson and Budget Direct.


“We’ve been searching globally for quite some time to find someone of Gary’s world-class talent.”

Special Group’s Tony Bradbourne said: “We’ve been searching globally for quite some time to find someone of Gary’s world-class talent.

“He’s worked at brilliant agencies, produced brilliant work, run some very impressive pieces of business and is a proven great creative leader – yet he’s somehow managed to remain humble and extremely funny to boot.”

McCreadie said: “What attracted me most to Special was its pretty intense creative ambition. It’s just a little place but super up for it.

“The high level of thought and craft that has come out of there so far has set a lofty bar. It proves that the ambition is not just hot air and I’m really looking forward to the challenge.”

Over the past two years Special has won Campaign Brief New Zealand AoY, been ranked by the Global Effie index as #3 Independent Agency in the World, and by Idealog as New Zealand’s Most Innovative Marketing Company.

“We are always looking for ways to be better, ways to improve and innovate,” Bradbourne said. “A big part in achieving that is making sure you stack the company with the most talented people you can find in the world.”


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