New Zealand-founded Global Creative Company, Special Announces Partnership with Investment Firm Waterman Capital
Independent creative company Special attracts investment partner Waterman Capital to accelerate global growth ambitions
Special, the New Zealand-founded global creative company, today announced a partnership with New Zealand investment firm Waterman Capital. The new partnership will support Special’s next phase of growth, with Special’s ambitious creative product at the heart of the business.
The partnership represents a vote of confidence in creativity as a driver of business growth at a time of significant change across the advertising industry. It helps Special supercharge its independence by combining its agility with scale and capabilities clients increasingly want, taking its truly global creative powerhouse offering to the next level.
“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,”
said Tony Bradbourne, Special’s founder.
“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.”
As part of the investment, Waterman Capital becomes a significant shareholder in the new business, alongside Special's partners from around the world, in one global structure. 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.
Lindsey Evans and Cade Heyde, Global Co-CEOs of Special, 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.
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.
“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. 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,”
says Jacques Venter, Executive Director at Waterman Capital.
Since launching in New Zealand, Special has grown from one office into a global creative company with eight offices worldwide, working with some of the world’s most ambitious brands. Its near 10-year relationship with Uber and Uber Eats has not only fuelled its growth but also set a new standard for global creative partnerships.
Special’s creativity has been recognised at every major award show around the world, including multiple Cannes Lions Grand Prix and an Emmy Award.
Special has been crowned by Campaign’s global awards ‘Global Creative Agency of the Year’ three times (more than any other agency in the world) and ‘Global Independent Agency of the Year’ in 2026 alongside AdAge ‘Independent Agency of the Year’.
And that creativity has been recognised in driving outstanding business results: Special has been named as ‘Most Effective Independent Agency Network in the World’ by WARC, and this year has won the most prestigious Grand Effie in New Zealand, Australia, the US and APAC, as well as being named ‘Most Effective Agency of the Year’ in New Zealand, Australia and APAC.
