Special Group walks the advertising talk once again after Media Awards win—UPDATED

  • Advertising
  • April 24, 2013
  • Ben Fahy
Special Group walks the advertising talk once again after Media Awards win—UPDATED

Not content with the attention it receives in the trade media after an award win, Special Group has made a habit of paying to get a bit more of it by placing full-page ads in the Herald, making it one of a rare few ad agencies that actually advertise. And it's done some more showing off after winning Best in Show at the Media Awards alongside Naked/Open for Unitec's 'We make the people who make it' campaign. 

"The Best in Show win says so much about Special Group's unique model: very collaborative, highly effective, and all focused on solving a client's business issue. It was a great night," says Special Group managing partner Michael Redwood. 

The ad ran in Friday's Herald in the business section and it follows on from other ads highlighting its 'Magazine Advertisement of the Year Award' win for its personalised magazine campaign for Ecostore and its packaging pin' at the Best Design Awards. 

The agency launched in 2008, and ran a few simple, text-heavy print ads to announce its arrival. And it reprised the campaign to show that it wasn't all talk.  

UPDATE: So has advertising worked? Special Group's Tony Bradbourne says yes. In fact, he thinks it might even make a good Effie entry. 

The first ad it ran in 2008 about not wasting your money on advertising ended up winning them three clients, he says. And he says the agency continues to advertise now because it's focused on cementing its perception in the marketplace—and it is also a strong believer in the power of advertising. 

"The ads are really effective for that. Whenever we run an ad we get a huge amount of feedback and comments. And our clients call us too."

As for why other agencies don't generally advertise, he says it may be a case of not having too much to say, are not being too focused on their perception in the marketplace. There's also the quasi-free PR that agencies receive for their work from the trade press. 

"We get a fair amount of trade exposure and that's really good. But we still see ourselves as a young agency and there are still a lot of people we want to talk to and make them aware of our model." 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit