Ad giants show Special interest

Ad agency Special Group and its Iggy Pop campaign (pictured) for Orcon dominated this year's Axis awards for advertising creativity. Photo / Supplied

Independent advertising agency Special Group is setting its sights on bigger accounts and campaigns - and multinational rivals are eyeing the new kid on the block.

Privately big firms mutter that Special is one to watch, often in genuine admiration for its success.

But how long will it be before attempts are made to buy out Special and merge it into international groups?

A case in point is the independent agency Generator which was bought by global firm Bates in 2000. The unique creative influence appeared to disappear into the corporate group.

Now former Saatchi & Saatchi senior executives Andrew Stone and Mike O'Sullivan are trying to compose a similar act to Special.

They are leading the New Zealand arm of the small, perfectly formed and creatively focused New York-based Droga5.

Most agencies promise creative excellence and close relationships with clients - but Special has designed a package that works.

Special won kudos at last year's Effie awards and has won other accolades.

But account director Michael Redwood believes winning the Orcon business - then dominating the Axis awards over bigger multinational agencies - marked a tipping point.

The clever multi-media campaign for Orcon - where viewers collaborated on a version of Iggy Pop's classic The Passenger - was notable on two grounds.

"We are no longer being regarded as a small agency and have become a contender for any business," said Redwood, who became Special's fourth partner last year.

Secondly, Special's unprecedented dominance of Axis this year was on a corporate consumer account - albeit a challenger brand.

In adland such corporate accounts are often held in higher regard.

Tony Bradbourne, who was formerly creative director for Generator, formed Special with creatives Robert Jack and Heath Lowe 2 years ago.

Redwood came in from Colenso BBDO where he led work for Air New Zealand and Fonterra and is aiming at an orderly expansion of Special Group.

Inevitably, new small agencies attract challenger brands who are prepared to take risks. They often have lower overheads.

But critics argue the independents' lack of firepower prevents them from being linked with big multinational brands.

"Our goal is to work with the biggest businesses - we want our work to be seen nationally," said Bradbourne.

"To do that you have to work on projects with [substantial] media budgets, rather than great creative work that only turns at the back of a magazine once."

Start a group

* Ad agency Special Group and its Iggy Pop campaign (pictured) for Orcon dominated this year's Axis awards for advertising creativity.

* In less than three years since its launch, the tiny independent has made a mark with stand-out ads for The Greens, Freedom Farms, Max Fashions and Orcon.

* Recently it has picked up ad business for EcoStore and TSB Bank.