Special launches Special Media

Newly appointed Special Group Media Director, Briar Rowsell, has been working closely with the Special New Zealand team since November 2020 to establish a media planning group. 

It’s a natural evolution for Special, who have consistently developed media-centred ideas that creatively push categories to drive the best results for clients. 

This has included creating award-winning television shows and documentaries, a year-long global social media campaign, personalised magazine covers, launching new TV channels, and putting 60,000 lights on Auckland’s Harbour Bridge.

Special CCO and CEO Tony Bradbourne says: “We launched Special to provide more innovative thinking, deliver stronger results and access to better talent than was currently available to clients. Thirteen years later we are recognised as the leading agency on both sides of the Tasman, have a growing international network and are winning global effectiveness awards for the results we generate for our clients. 

“It’s now time to bring that same ambition to the media landscape.”

Rowsell will be based in Auckland after 14 years over the ditch, where she led both global and ANZ brands as well as championing media industry initiatives via the Media Federation of Australia. 

With a background in planning and account leadership, she has a penchant for non-traditional touchpoints and an operational focus on freeing clients and agency teams from complexity that diverts energy from innovation and disruptive-thinking. 

Rowsell says: “I couldn’t be more excited to be part of such a dynamic and well-regarded team – I’ve been an admirer from afar of the talked-about ideas that Special Group and Aotearoa are producing.  

“We have creativity at the heart of our integrated thinking. We’re independent, which is a very rare thing in the New Zealand industry, and with that comes passion, honesty and accountability. And we believe in innovation to create fame and disrupt the status-quo. The result is ambitious, and ultimately more effective, media thinking brand experiences and touchpoints.”

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