Independent creative company Special Group has entered the US market with William Gelner leading the Los Angeles-based agency as chief creative officer and Uber Eats as its founding client.
Australian Partners Cade Heyde, Tom Martin and Julian Schreiber have been working with Gelner over the last few months to cement the agency’s presence on the ground in LA.
The launch of the international office follows the success of Special Group’s global work for Uber Eats, including its launch of the Tonight I’ll Be Eating brand platform into the U.S. and Canada.
The now viral campaign launched with an epic showdown between movie icons, Mark Hamill and Patrick Stewart, which attracted over 11.3 million shares across social media.
Last week saw the addition of another unlikely duo, starring Queer-Eye celebrity, Jonathan Van Ness and Olympic gold medalist Simone Biles.
“It is a massive privilege to be able to open doors in the US with Uber Eats as our founding client," Special Group Australia founding partner Cade Heyde says.
"It’s rare to have the opportunity to export Australian work to the rest of the world. The ongoing success of the creative platform is testament to the bravery and collaboration of a truly great partnership."
Gelner has been working with Special Group on the ground in Los Angeles through production.
Throughout his career he has led the creative product and teams at BBH NY, 180 LA and most recently, Engine.
He has worked with brands including UNICEF, adidas, HBO, HP, Jagermeister, Boost Mobile, The University of Phoenix, Expedia as well as Mike Bloomberg's 2020 campaign.
Gelner is currently working with The Lincoln Project and the League of Conservative Voters and is responsible for their recent high-profile political campaigns.
"I’m absolutely thrilled to partner with Special Group and launch the US agency," Gelner says.
"Besides being genuinely the kindest and bravest humans, I’ve ever met in the industry, they have built a model around what brands want and need right now. The time is right for a self-backed, nimble and world class creative agency with a global footprint.”
Special Group Australia opened its doors six years ago expanding the business from its origins in New Zealand.
"To be able to do that all over again with them in the U.S. is such a thrill," Special Group Australia CEO and founding partner Lindsey Evans says.
"At Special Group we have an unfair share of worldly and world class talent, which creates the opportunity to further attract the best of the best and have everyone work together in a future fit offering for global brands.
"We are blessed to have William at the helm in the US. He is ridiculously talented with furiously high standards as well as being a stupidly good human being.”
Tony Bradbourne, Special Group founder and CEO and CCO of New Zealand, says the launch of the US office was an exciting moment for the business.
“It is an incredibly proud moment to see the business we started in an old cinema in Auckland 13 years ago open its fourth office, this time half-way across the globe," Bradbourne says.
"Our unique business offering that spans purpose-led design, strategy, digital, mobile, advertising and innovation has delivered a hugely successful year both as a business and for creativity, and we can’t wait to see this next chapter unfold under the brilliance and talent of William.”
The launch of Special Group’s international office comes just months after the creative company opened its doors in Melbourne, won the account for iconic Australian brand Bonds and took home one of only three global Effies.
Special Group was been named Independent Agency of the Year and won several other awards at AdNews Agency of the Year.
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