Special New Zealand has been named the most effective independent agency in the world in the annual Effies Index.
The rankings for 2021 placed FP7 McCann Dubai at the top of the Most Effective Agencies, McCann Worldwide Most Effective Agency Network, McDonald's Most Effective Brand, Omnicom Most Effective Agency Holding Group, and brewer AB InBev Most Effective Marketer.
The 2021 Effie Index reflects the performance of more than 4,500 finalists and winning entries in one global, four regional and 47 national Effie Awards competitions held around the world in 2021.
Traci Alford, Global CEO, Effie Worldwide: “The 2021 Effie Index reflects work achieved during one of the most challenging periods in recent history. The brands and agencies included in these rankings have shown a relentless commitment to marketing effectiveness, and represent the tenacity, agility and creativity across our global industry."
The results for Asia-Pacific: Unilever (marketer), McDonald’s (brand), WPP (agency holding group), Ogilvy (agency network), McCann Worldgroup India (agency office), and Special Group (independent agency).
In the global rankings, Special claimed the number one spot among independents for the first time, leading with Gold Effies for the Every Kiwi Vote Counts work, Meddle in the NZ Election.
Special started in Auckland before expanding to Sydney, Melbourne, Los Angeles, Wellington, and London. Special now has six offices globally and has a unique business model that breaks down the silos between Advertising, Design, Media, PR, Digital and Innovation.
Tony Bradbourne, founder and CEO of Special: “Effectiveness is what all clients are driven by, especially in the current economic conditions. At Special we know that creatively standout work is the most effective work. This global ranking is more brilliant proof of that.”
“Of course, it takes a village to win something of this magnitude and is down to the hard work and determination of our brilliant staff, clients and partners. To be named ahead of global independent powerhouses like Mother and Wieden + Kennedy is an amazing achievement for all. And really shows the strength of marketing rigour in the New Zealand and Australian markets.”
Rory Gallery, chief strategy officer: "The economic headwinds of speculative recession, rising inflation, and a tight cost of living are causing brands and marketers to analyse every cent spent on advertising and marketing. We can proudly hold our heads high and prove the work delivered by Special delivers results and shifts commercial metrics.”
“At the end of the day effectiveness is the most important output from any marketing campaign and we’re thankful to all of our clients for trusting the process and allowing us to deliver work that’s regarded as the most effective in the world.”
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