Special Named ‘Most Innovative’ in New Zealand by Australian Financial Review

Special New Zealand has been named the most innovative media or marketing company in the country by the prestigious Australian Financial Review.

The esteemed Australian publication has published its ‘2022 Most Innovative Companies List’ naming the 100 most innovative companies in Australia and New Zealand, with Special named in the media and marketing category.

The list is based on a rigorous assessment process managed by Australia's leading behavioural science consultancy, Inventium, in conjunction with a panel of expert industry judges.

This is the first time Special New Zealand has been recognised on the AFR BOSS Most Innovative Companies List, with the agency also recognised for its work on ‘Meddle in the New Zealand Election’ – a marketing initiative designed to increase participation in the New Zealand general election by Kiwis living overseas, which won ‘Best Marketing Innovation’. The campaign used a fictional Russian character called Viktor to encourage overseas Kiwis to meddle in the New Zealand election by using their democratic right to vote.

While the award has been won by Special, industry experts in New Zealand point to a golden period of New Zealand advertising, creativity and innovation.

James Hurman is an expert in innovation and advertising effectiveness, and has been part of the founding teams of Previously Unavailable, Tracksuit, AF Drinks, Toothcrush and the Master of Advertising Effectiveness. He says Special is leading the way in internationalising Kiwi creativity and innovation.

“The standard of New Zealand advertising creativity has always been high, and we’re becoming equally accomplished in taking innovation to the world stage. What I love about Special isn’t just the innovative nature of their work, but their ambition in exporting their brand and way of thinking all over the world. This recognition by the Australian Financial Review is testament to their unique journey as a Kiwi-born, globally focused innovator.”

Mike Hutcheson, who is an adjunct professor at the Auckland University of Technology, believes that the New Zealand advertising and marketing industry has truly matured.

“This award is the result of New Zealand building a pipeline of creative talent – we have a strong and robust creative economy, sustained creative demand in businesses as far-flung as agriculture to music, and well-developed educational programmes to ensure that ‘creativity’ and ‘innovation’ have the rigour required to compete on the world stage.

“In a smaller world, where we are more connected than ever by technology, New Zealand talent has been able to take a leading role on global projects.  Special is the best demonstration of that – the first New Zealand founded advertising network which now has six offices all over the world from Los Angeles to London.”

Narrowed down from a group of 700 nominated businesses, the top 100 list is selected based on a rigorous assessment process involving Inventium’s Innovation Framework. The framework consists of nine elements that are scientifically shown to drive innovation in business, including communication, strategy, capability, measurement and resources.

To further determine the innovativeness, the judging panel analyse a problem that each business is solving, ultimately identifying the effectiveness, quality and uniqueness of the solution.

Special co-founder and CEO Tony Bradbourne expresses what an honour it is to appear on this prestigious list.

“I am immensely proud of our team being named on the AFR BOSS Most Innovative Companies List. It’s a major achievement for Special to be recognised by leading behavioural scientists. We couldn’t have done it without each member of our team, both here in New Zealand and around the world, and we are incredibly grateful to all of our clients who repeatedly trust in us and enable us to make some of our crazy ideas come to life.”

The awards ceremony took place in Sydney on Thursday 13 October, and more information can be found here.