The most effective agency in NZ?

AUCKLAND, Thursday: Special has been named the most effective advertising agency in New Zealand with three of its campaigns picked in the top 100 for effectiveness, by global industry body WARC.

Three Special campaigns in the top 100 were Meddle in the New Zealand Election for Every Kiwi Vote Counts, Good Morning World for Tourism New Zealand, and Do Something New, New Zealand, also for Tourism New Zealand.

Meddle, which helped increase overseas voting by 42%, was ranked the 3rd most effective campaign in the world.

Good Morning World was ranked 14th most effective campaign in the world,  up from its 34th most effective placement last year .

The campaign has been called “the most effective campaign in Tourism New Zealand’s history” by the tourism agency, and is regarded as one of New Zealand’s most awarded campaign of the past two years after winning Grand Prix at Spikes, Pencils at D&AD, and metal at One Show and Award. It was named Campaign of the Year by both Mumbrella and AdNews, and took home New Zealand’s first ever Global Effie award.

“Creativity creates an effectiveness advantage. At Special, we’re committed to delivering work that changes behaviours.”

Do Something New, New Zealand got Kiwis traveling domestically like never before, driving over $ 1billion additional domestic spend in regions across New Zealand, was ranked #54 in the world.

Special founder/ceo Tony Bradbourne said: “Creativity creates an effectiveness advantage. The work of Peter Field, and New Zealand’s own James Hurman, and many others globally, has shown over and over that creatively awarded campaigns are demonstrably and significantly more likely to be more effective that their non-creative-awarded counterparts.

“At Special, we’re committed to delivering work that matters and makes a difference, work that changes behaviours and drives results. And we use creativity to create that huge effectiveness advantage.”

Special chief strategy officer Rory Gallery said: “To have three of our campaigns recognised in the Top 100 globally, and be ranked as the most effective agency in New Zealand, is humbling.

“It’s a testament to the hard work and dedication of our entire team, and our brave, visionary clients.

“Special Group started in Auckland before expanding to Sydney, Melbourne, Los Angeles, and Wellington. Special now has five offices globally and has a business model that breaks down the silos between Advertising, Design, Media, PR, Digital and Innovation.”