Special began as a brave new indie in New Zealand in 2008. It is now a creative group, with offices in Auckland, Wellington, Sydney, Melbourne and Los Angeles, fuelled by a portfolio of hardworking creative campaigns.

The new London office will be led by Jennifer Black, ex-managing director of Havas London, as partner and chief executive officer of Special London, joining a global team across the group’s five other international offices. The London agency’s creative and strategic partners will be announced soon.

Black, who was at Havas for four years, has also worked at Mother London and Fallon, and was previously founder and managing director of Fabula. During her time at Havas, Black led the agency to extraordinary growth, topped off with its Asda win in 2021, the biggest pitch of last year. She was named Account Person of the Year at Campaign’s Agency of the Year awards this year.

In 2021, Special won every industry Agency of the Year title – Campaign Asia, B&T, Campaign Brief, AdNews and Mumbrella – across both Australia and New Zealand. APAC Effie Awards also named Special Asia Pacific Agency of the Year in the same year.

It has collected an impressive client list that includes Uber Eats, Virgin, Tourism New Zealand, Smirnoff, and Red Bull. It won Cannes Grand Prix with its first major campaign for internet service provider Orcon, which starred Iggy Pop; Good Morning World for Tourism New Zealand was recognised as one of the most effective campaigns in the world; and the Tonight I’ll Be Eating platform for UberEats is now running in eight international markets.

Special launched with a model designed to break down the silos between advertising agencies and design studios and a mission to create truly integrated and innovative business thinking. The Sydney office opened in 2014, Melbourne and Los Angeles in 2020 (where Special was named Newcomer of the Year by AdAge just six months after opening) followed by Wellington in 2022.

Tony Bradbourne, founder, chief executive officer and chief creative officer, Special in New Zealand, stated, “We are extremely excited to start our journey in London with such an incredible, kind and driven leader as Jen. We have a huge amount of respect and love for the strategic and creative thinking that London consistently produces. We hope to add to that in some small way, by bringing a fresh and ambitious model to clients in London.”

Jennifer Black added, “Special has shown that its unique blend of creativity and strategy, generously imbued with positive antipodean energy, works across borders. I am genuinely thrilled to be joining the Special family and I’m looking forward to bringing that energy into Europe through the new London office. I helped grow Havas into the creative agency that it is today and am excited to leave at this juncture and bring all that energy and thinking to launch Special.”

Lindsey Evans, Partner and co-chief executive officer, Special in Australia, commented, “This is such an exciting moment for everyone Special. London gives us the opportunity to be able to work with brand owners in a truly global and modern way. Jen is a weapon and a properly ‘special’ human. And the talent she is attracting alongside her is truly world-class. Can’t wait to see what’s possible.”