Independent Agency Special Expands Offering to New York City

Special US, part of independent creative network Special Group recently named the ‘World’s Most Effective Independent Agency’ by Effie Global Rankings and the ‘#4 Most Effective Agency in the World’ by WARC, has opened a second US office, in New York City. The NYC office, with 10 new hires, is already working across Uber Eats US and Canada and Virgin Voyages.

Dom Dalton (ex Johannes Leonardo) and Kelsey Karson (ex Deutsch LA) have joined as general manager and head of strategy respectively, joining a global team across the group’s existing six offices in Los Angeles, Auckland, Sydney, Melbourne, London and Wellington. Special US’s New York team will work closely with their stateside and international counterparts as clients seek thinking that crosses geographic borders.

“Our strategy is to prioritise geographical growth over building an oversized office in a single market,” said Cade Heyde, partner and CEO, Special US. “There are only a few truly global independent networks, and not many that can claim that they have world class creative offerings in every market they play in. We continue to `hunt down the most talented independent thinkers in different geographies and prove that unlike many, we can build a fluid creative model that connects our talent, without the unnecessary hierarchies, outdated ways of working and the politics that often exist in other businesses.”

Special has had an impressive run since its US launch less than two years ago, with two award-winning Super Bowl campaigns for Uber Eats. In 2022, their hit ‘Uber Don’t Eats’ campaign picked up a raft of accolades as they translated Gwyneth Paltrow eating her anatomy candle into huge commercial momentum for the brand. This work follows their 2021 campaign, which found Uber Eats reuniting Wayne’s World’s Wayne and Garth to bring awareness to local restaurants affected by the pandemic. 

Heyde continued: “Special US’s two offices will be run as one business, with one Leadership Team and a single P&L. We are motivated by designing a business built to work together to allow clients to benefit from the best talent we have available for the business opportunities they engage us on. We’re already working this way with Uber Eats and Virgin, both in North America and globally.”

Dalton, a Brit, started her career in London working on iconic English campaigns for brands like Sky, Halifax and Morrisons at DLKW Lowe and Brothers and Sisters before coming stateside in 2014. Prior to joining Special, Dalton was the Group Account Director at Johannes Leonardo. In her seven years with the agency, she held multiple other roles and notably worked with Instagram and adidas Originals including the Cannes Lions Grand Prix winning campaign “Original is Never Finished.”

“Neither Kelsey nor I were looking for a move, but there seemed to be a unique momentum and energy at Special, coupled with a real opportunity to build and shape how we bring Special’s global values to NY,” said Dalton.

Karson added: “From my earliest conversations with the Special team, it was clear that this agency is building something different. We all want to do more of what matters and do it really well. That commitment to independent creativity has blessed Special with ambitious clients to match. I feel very lucky to be part of building this agency.” 

Karson brings her experience in brand, campaign, and social strategy to Special. Previously, she led the Taco Bell account at Deutsch LA, launching the brand’s first international campaign and collaborating with Doja Cat on the return of the cult-favorite Mexican Pizza. She also spent seven years at R/GA, where she helped grow the LA office and led strategy on Beats by Dre’s “Straight Outta Somewhere” campaign, which launched the still-famous meme. She worked across R/GA’s global network on a wide range of clients, among them Samsung, Starbucks, Barbie, Amazon, Royal Caribbean, and L’Oreal. 

Other work for Uber Eats has united icons like Sir Elton John and Lil Nas X in a celebration of color and creativity as well as otherworldly talents Sir Patrick Stewart and Mark Hamill for the first time on earth with the ‘Tonight I’ll Be Eating’ platform. Special US’s roster also includes Virgin Voyages, Uber Eats Canada, Roblox and Mutti.