Special was named ‘The Most Effective Agency in New Zealand’ at the 2025 NZ Effies Awards, for the second time in three years.

17 awards, across just about every single category, across multiple brands - Kiwibank, KFC, Tourism New Zealand, DB Breweries, Sport New Zealand, Otago University, Wellington City Mission and Sexual Wellness Aotearoa.

Great advertising does more than capture attention; it helps shift behaviours, shape perception of societal issues, and create long-term change. And right now — across every sector, whether government or business, advertising that delivers real, measurable results has never mattered more.

Which is why it has never been more important to aim high. The Effie Awards exist to do exactly that. They recognise one thing — effectiveness — and are judged by CMOs, CEOs and industry leaders across three rigorous rounds. They are widely regarded as some of the toughest marketing awards in the world to win.

Effie Awards operate at national, regional and global levels. And regardless of where they’re run, each show is held to the same global standard. That means markets of all sizes, including ours, are required to meet the same level of proof, rigour and commercial impact as much larger countries.

New Zealand has a long history of producing marketing that is innovative, resourceful and globally competitive. And among the agencies operating here, none has built a more sustained record of effectiveness than Special.

Because results aren’t created by a single campaign or short-term burst of activity; they’re built over time, with consistency, discipline and a genuine commitment to commercial outcomes. That’s why it matters that Special has been recognised, year after year, as New Zealand’s most consistently effective agency for more than five years. No other agency has come close to matching that record of ongoing, measurable performance.

Across New Zealand and APAC, no other New Zealand agency has earned more ‘Agency of the Year’ titles over the past five years.