Special has been backed by New Zealand investment firm Waterman Capital. The partnership will support Special’s expansion into new markets; the development of design, PR and strategic consultancy services; stronger technology capabilities; and continued investment in talent across the network.
As part of the investment, Waterman Capital becomes a significant shareholder in the business, alongside Special’s partners from around the world, in one global structure. Financial details of the deal were not disclosed. But it has been reported that Waterman now holds a “majority investment” in the business.
Partners will continue to lead their businesses with the same entrepreneurial spirit, autonomy, creative ambition and commercial expertise that have been central to Special’s success.
Greater global cohesion will be introduced with Tony Bradbourne as global creative chairman and Cade Heyde and Lindsey Evans as global co-CEOs.
Special’s decision to partner with Waterman Capital reflects a strong alignment of values, an appreciation for the creative product and a shared belief in its ability to create commercial value.
“Our ambition has always been to build a global creative company that creates work which makes the world sit up and take notice, and delivers extraordinary results for clients,” Special’s founder Tony Bradbourne said.
“This investment gives us more scope to pursue that ambition: to attract exceptional talent, develop new capabilities and bring the power of our ideas to more places around the world.”
Evans and Heyde added: “We’re as brave and entrepreneurial today, as we were on day one. This partnership gives us the backing to keep pushing forward, creating new opportunities to enter markets, build capabilities, and find further ways to create impact for our clients – whilst staying true to the extraordinary talent and culture that makes Special special.
“This isn’t about changing who we are; it’s about backing what has made us successful and allowing us to see just how far we can take it.”
Special’s decision to partner with Waterman Capital reflects a strong alignment of values, an appreciation for the creative product and a shared belief in its ability to create commercial value.
Since launching in New Zealand, Special has grown from one office into a global creative company with eight offices worldwide, including Auckland, Sydney, Tokyo, Melbourne, London, New York, Los Angeles and Chicago.
The agency works with some of the world’s most ambitious brands, including its 10 year relationship with Uber and Uber Eats, a partnership that recently dominated the recent APAC Effies.
Special picked up eight B&T Awards, including the Grand Prix, last year. It has also won multiple Cannes Lions Grand Prixs, an Emmy Award and has been crowned by Campaign Global Awards ‘Global Creative Agency of the Year’ three times, more than any other agency in the world.
“We have a strong track record of backing exceptional people-led businesses and accelerating their growth. Special is a well-established global group with world-class talent and strong client relationships,” Waterman Capital executive director Jacques Venter said.
“It has significant scope to continue to grow on a global scale. We see a compelling investment opportunity in the future of creativity, and Special is exceptionally well positioned to deliver on it.”
