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Special ranked #4 most effective agency in the world

Special has been ranked the 4th most effective advertising agency in the world by industry organisation WARC. Special had three campaigns recognised in the world’s top 100 effective pieces of work.

The win is the latest global recognition for Special, after the agency was also named as Asia Pacific ‘Agency of the Year’ at the APAC Effie’s, which recognises effectiveness of thinking.

Three Special campaigns were included in the top 100 – ‘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 in the New Zealand Election’, which helped increase overseas voting in the NZ election by 42 percent, was ranked the 3rd most effective campaign in the world.

‘Good Morning World’ for Tourism New Zealand, was ranked 14th most effective campaign in the world,  up from its 34th most effective placement last year[1].  The campaign has been called “the most effective campaign in Tourism New Zealand’s history” by the tourism agency, and is regarded as 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.

‘Do Something New, New Zealand’ for Tourism New Zealand got kiwis humming and traveling domestically like never before, driving over $1billion of much needed additional domestic spend in regions across New Zealand was ranked #54 in the world.

 “Creativity creates an effectiveness advantage,” says Tony Bradbourne, founder and CEO of Special. 

“The work of Peter Field, 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.”

Rory Gallery, Chief Strategy Officer at Special, adds: “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.”

WARC Effective 100 is the prestigious ranking of the world’s 100 most effective campaigns and acts as the benchmark for excellence in effectiveness, allowing marketers to compare their performance with that of peers.


[1] Good Morning World was eligible in two consecutive award ceremonies due to the timing and delivering of the campaign.

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