Special was founded in New Zealand in 2008. It has already grown into an international independent creative company. Now it has formed a partnership with New Zealand investment firm, Waterman Capital to support its next phase of growth, with Special’s ambitious creative product at the heart of the business.

The partnership represents a vote of confidence in creativity as a driver of business growth as the advertising industry undergoes significant change. It helps Special supercharge its independence by combining its agility with scale and capabilities clients increasingly want.

Special’s decision to partner with Waterman Capital is built on a strong alignment of values, an appreciation for the creative product and a shared belief in its ability to create commercial value. The partnership will support Special’s expansion into new markets; the development of design, PR and strategic consultancy services; stronger technology capabilities; and continued investment in talent across the network. Financial terms of the transaction have not been disclosed.

“Our ambition has always been to build a global creative company that creates work which makes the world sit up and take notice, and delivers extraordinary results for clients,”statedTony Bradbourne, Special’s founder.“This investment gives us more scope to pursue that ambition: to attract exceptional talent, develop new capabilities and bring the power of our ideas to more places around the world.”

As part of the investment, Waterman Capital becomes a significant shareholder in the new business, alongside Special’s partners from around the world, in one global structure.  Partners will continue to lead their businesses with the same entrepreneurial spirit, autonomy, creative ambition and commercial expertise that have been central to Special’s success. Tony Bradbourne becomes global creative chairman and Cade Heyde and Lindsey Evans become global co-CEOs to support greater global cohesion.

Lindsey Evans and Cade Heyde commented,“We’re as brave and entrepreneurial today, as we were on day one.  This partnership gives us the backing to keep pushing forward, creating new opportunities to enter markets, build capabilities, and find further ways to create impact for our clients – whilst staying true to the extraordinary talent and culture that makes Special special.  This isn’t about changing who we are; it’s about backing what has made us successful and allowing us to see just how far we can take it.”

“We have a strong track record of backing exceptional people-led businesses and accelerating their growth. Special is a well-established global group with world-class talent and strong client relationships. It has significant scope to continue to grow on a global scale. We see a compelling investment opportunity in the future of creativity, and Special is exceptionally well positioned to deliver on it,” added Jacques Venter, executive director at Waterman Capital.

Since launching in New Zealand, Special has grown from one office into a global creative company with eight offices worldwide, working with some of the world’s most ambitious brands. Its near 10-year relationship with Uber and Uber Eats has not only fuelled its growth but also set a new standard for global creative partnerships. Special has been crowned by Campaign’s global awards Global Creative Agency of the Year three times (more than any other agency in the world) and  Global Independent Agency of the Year in 2026 alongside AdAge Independent Agency of the Year.

Its creative prowess is accompanied by driving outstanding business results. Special has been named as Most Effective Independent Agency Network in the World by WARC, and this year has won theGrand Effie in New Zealand, Australia, the US and APAC, as well as being named Most Effective Agency of the Year in New Zealand, Australia and APAC.

A taste of being Special: