Big AU win for high-flying NZ agency

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SYDNEY, Today: Australian-owned Campaign Brief has named Special as New Zealand’s premier agency – for the 3rd time in six years.

Campaign Brief summaries Special’s year: “Exploring every opportunity to create a body of work that lives up to its name, Special has achieved extraordinary results for its people and clients; pushing further than any other Kiwi-founded agency has gone before with the opening of new offices in London and New York, Special is Campaign Brief’s 2022 New Zealand Agency of the Year.”

Special founder Tony Bradbourne said: “We are obviously really, really proud of the result. Consistently doing great work for all of our clients, year in and year out, is the ultimate goal. Being awarded this title for the  rd time in 6 years really shows we’ve been doing that, at the highest level, for a long time now.”

Special – whose clients include Optus, Kiwibank, Contact Energy, Tourism New Zealand, Education New Zealand & TradeMe – won a Gold Lion at Cannes, Gold ‘Best in Discipline’ Pencil at One Show, and 16 Agency of the Year titles in a calendar year.


“Colenso BBDO is #2, FCB #3, Motion Sickness #4, Saatchi & Saatchi #5, DDB #6, The Monkeys #7, TBWA #8, Dentsu Creative #9, Augusto #10, True #11, Young Shand #12, and Clemenger BBDO #13.”

They were shortlisted among the seven best agencies in the world for AdWeek International Agency of the Year and named ‘#1 Most Effective Independent Agency in the World’ by the Global Effies – a first for any agency from the Southern Hemisphere.

In a first, this year all of the leading Kiwi agencies have all been ranked, which has thrown up a few surprises.

Colenso BBDO makes a solid return to #2, FCB #3, Motion Sickness has really punched above its weight with an impressive #4, whilst DDB will be disappointed with a dramatic fall to #6, Saatchi & Saatchi #5, The Monkeys #7, TBWA #8, Dentsu Creative #9, Augusto #10, True #11, Young Shand #12. Clemenger BBDO rounded out the list at #13.

About Special
Special was founded in Auckland in 2007 and now has offices in Sydney, Melbourne, Los Angeles, Wellington, London & New York, in the process becoming the first global creative network founded in New Zealand.

They have been named ‘Global Creative Agency of the Year’ by Campaign in the UK, ‘#1 Most Effective Agency in the World’ by Effies Global Rankings and ‘The Most Innovative Marketing Company in New Zealand’ by AFR ‘100 Most Innovative Companies’ and recently named ‘New Zealand Agency of the Year’ by leading Australian publication B&T – for the third straight year.


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