Auckland-based Special Group was named the most effective agency in the Asia-Pacific region at the Effie Awards, beating the competition from its global competitors in Sydney, Singapore, Tokyo and Hong Kong.
The news comes just after Special was named the world’s best creative agency by the prestigious Campaign magazine in the UK, and follows a triple win for “Agency of the Year” titles in New Zealand, including Agency of the Year Campaign Brief, B&T Agency of the Year and the Asia Campaign Agency of the Year.
Auckland University of Technology marketing expert and assistant professor Mike Hutcheson doesn’t think a New Zealand agency has ever won such a comprehensive set of global accolades.
âWinning all three New Zealand Agency of the Year awards is phenomenal, to be chosen by Campaign in the UK as the world’s best creative agency is mind-blowing, and now also recognized as the most successful in the region. Asia-Pacific is almost unbelievable.
âThese are very, well-respected awards in the industry – and the fact that an independent agency in Auckland far outperforms some of the biggest and most established names in advertising is something everyone in New Zealand has to say. should be proud.
âThe Effies are the most prestigious awards ceremony that celebrates efficiency – and Special’s strong performance helps prove that some of the most effective jobs are the most creative jobs,â Hutcheson said.
âA few years ago, I wrote a thesis on the alchemy of Kiwi creativity. By all the major international indices of creativity and innovation, we are in the top ten worldwide – the main characteristics that contribute to this are fearlessness and the courage to take risks. Having seen Special thrive over the past decade, I think they are examples of that and more than deserve their success.
The Asia Pacific Effie Awards recognize the region’s most outstanding marketing and communications work with proven results that meet strategic objectives, and are designed to champion marketing effectiveness.
Special tied for ‘Agency of the year ” with Ogilvy in Sydney, won ‘Independent Agency of the Year ” and won two bronze, four silver and three gold medals on behalf of its clients.
Rory Gallery, Strategy Director at Special Group, said: âWe believe that the most creative work is the most effective work and we have been fortunate to have courageous and provocative clients who invest in creativity over the long term. term and brand building to achieve their goals.
“This recognition means a lot to us at Special – it’s not just about creating amazing work, it’s about creating work that gets results for clients.”
Tony Bradbourne, Co-Founder and CEO of Special Group, adds: âWe would like to thank all of our customers, partners, collaborators and team members who contributed to this remarkable result, as well as our co-winner Ogilvy Sydney. , and the other award-winning New Zealand advertising agencies, Colenso BBDO, DDB and Pitchblack & Partners. It was a big night for New Zealand marketers on the world stage. “
The three gold medals won by Special were won in partnership with Every Kiwi Vote Counts for a campaign titled âGet involved in the New Zealand elections‘. He used a fictional Russian character called Viktor to encourage overseas Kiwis to meddle in the New Zealand elections using their democratic right to vote.