Special New Zealand enjoyed an incredible evening at the Campaign awards London, defending its Global Creative Agency of the Year title and becoming the first agency to win back-to-back titles.

Special’s very special night did not stop there either. The agency that has been named New Zealand’s and Asia Pacific’s Most Effective Agency also won Campaign’s Global Creative Leaders of the Year.

The annual Campaign awards are designed to bring together the very best agencies from the US, UK, Europe, Middle East, Africa, and Asia-Pacific, determining who is ‘the best-of-the-best’ across creative and media agencies, networks and people categories. They are audited by PwC to ensure maximum trust and transparency, the judging panel is composed of leading CMOs and brand-side marketers from a variety of key markets.

Special founder, Tony Bradbourne, was named Global Creative Agency Leader of the Year after the agency’s stellar performance in 2023 – where the agency group won Cannes Grand Prix and Independent Agency of the Year / Strategy, The Most Effective Independent Agency in the World by EFFIE Global Index and Most Effective Agency at both the NZ and Asia-Pacific Effie awards – all while navigating a double-dip recession in New Zealand.

This marks the first time an agency leader from the southern hemisphere has been awarded the top prize.

“You can’t create anything extraordinary alone. I’m very happy to accept this award on behalf of everyone at Special. You only have a chance at a title like this if you’re surrounded and supported by some pretty special people, Bradbourne commented.

In a rare double, Special Auckland CCOs, Lisa Fedyszyn and Jonathan McMahon, were named Global Creative Leaders of the Year. This follows a year filled with Cannes Grand Prix and Golds, D&AD Yellow Pencil, and Best in Show titles at all the New Zealand creative, media, and effectiveness shows as well as leading Special to be named ‘Agency Network of the Year’ at the Australian AWARD show.

Lisa Fedyszyn and Jonathan McMahon commented, “It’s a real honour to be named Global Creative Leaders of the Year by such a well-known and respected publication as Campaign. And to take out this title when up against such brilliant global leaders who have made extraordinary work that we love and admire makes it even more exciting.

“We have been joined at the hip (possibly literally if you look at our photo) for over 21 years now and know and appreciate the benefits of working as a team. Hence why it’s not just about us, but everyone at Special who makes it special every day. And, of course, all our clients who share that same passion and drive to make the best work together, that is creative and effective in equal parts.”

Bradbourne added, “When we named our agency, Special, it wasn’t just a name, it was a forever challenge. To remind ourselves to always swing the bat. To create work that you could never call average or ordinary. We didn’t name our agency after the founders; we named it after our output and the results that work creates. And tonight in London, we’ve well and truly lived up to the name and that promise.”

“So it’s an incredibly proud moment to accept these awards on behalf of everyone waking up on the other side of the world at Special Auckland and Special Wellington. It’s everyone’s hard work every day, and passion for what they do, that keeps making results like this possible. It’s crazy that an agency from New Zealand could be recognised in this way for a fourth time. We’ve got an incredible set of clients that inspire us every day. None of this would be possible without the business challenges they task us with and the belief and trust they show in us. We’re only as good as the results we generate.”