Independent creative agency Special has continued its winning streak at the Effie Awards New Zealand, being named ‘Most Effective Agency’ for the second time in three years.
Widely recognised by advertisers and agencies as the leading benchmark for industry effectiveness, the Effies celebrate campaigns that have delivered exceptional results.
The win reinforces Special’s position as one of the region’s most consistently effective agencies, following a year of standout, results-driven work for its impressive client portfolio.
Tony Bradbourne, Founder and CEO of Special, commented: “We’re incredibly proud to be recognised as the ‘Most Effective Agency’ in NZ for the second time in three years. Awards like the Effies matter because they recognise our belief that the best creative work is the most effective work. This recognition reflects the amazing relationships we have with clients who trust our vision and the relentless focus of our teams across Auckland and Wellington.”
Special Chief Strategy Officer and Partner, Rory Gallery, said the recognition is a testament to the agency’s enduring commitment to creativity that effectively cuts through to deliver commercial impact.
“Effectiveness has always been at the heart of what we do and is what all clients are driven by, particularly in an economy where budgets are tight and every cent of business spend is being analysed. A massive congratulations to all our clients, it’s a real testament to their commitment to effective creative excellence.”
“We’re proud to be able to walk the walk and prove the work delivered by Special drives real results that shift the dial.” He concludes.
The agency went into the evening with a total of 31 finalists across 19 categories, 11 different clients and 14 independent campaigns and was the most awarded of the night, with 17 campaign awards in total.
The agency also took home a slew of accolades for its work with KFC, Export Ultra University of Otago, SPORTS New Zealand, Sexual Wellbeing Aotearoa, Kiwibank, Wellington City Mission and Tourism New Zealand.
The 2025 win adds to Special’s growing effectiveness record, including recognition at the APAC Effies and WARC Effectiveness Awards.
