Special opens LA office

Becoming New Zealand’s first-ever global creative network, Special Group has entered into the US market with William Gelner leading the LA-based agency as Chief Creative Officer, and Uber Eats as its founding client. 

Special Group Founder, CEO/CCO New Zealand, Tony Bradbourne, says it’s an incredibly proud moment to see the business they started in an old Auckland cinema 13 years ago open its fourth office – halfway across the globe. 

Gelner, one of the most respected and highly acclaimed US creative leaders, has led the creative product and teams at BBH NY, 180LA and Engine, and worked with UNICEF, adidas, HBO, HP, Jagermeister, Boost Mobile, The University of Phoenix, Expedia as well as Mike Bloomberg’s 2020 campaign. 

He is currently working with The Lincoln Project and the League of Conservative Voters. 

Bradbourne says: “Our unique business offering that spans purpose-led design, strategy, digital, mobile, advertising and innovation has delivered a hugely successful year both as a business and for creativity, and we can’t wait to see this next chapter unfold under the brilliance and talent of William.”

Gelner adds: “I’m absolutely thrilled to partner with Special Group and launch the US agency. Besides being genuinely the kindest and bravest humans I’ve ever met in the industry, they have built a model around what brands want and need right now.” 

The news follows the profound success of Special’s ‘Tonight I’ll Be Eating’ work for Uber Eats.

Lindsey Evans, Founding Partner and CEO at Special Group Australia, says: “It is a massive privilege to have been entrusted by Uber Eats to launch ‘Tonight I’ll be Eating’ into the US and we are blessed to do so with William. William is a unicorn – ridiculously talented with furiously high standards as well as being a stupidly good human being.”

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