Special opens New York office

Following two years of growth in Los Angeles, Special is further expanding its offering with an office in New York. 

This is Special’s seventh office, following Auckland, Sydney, Melbourne, Los Angeles, Wellington and London. Special was recently named ‘#1 Most Effective Independent Agency in the World’ by Effie Global Rankings. 

Dom Dalton (ex Johannes Leonardo) has joined as GM and Kelsey Karson (ex Deutsch LA) has come onboard as head of strategy, alongside another 10 new hires, and the office is already working with Virgin Voyages and Uber Eats US & Canada. 

Dalton started her career in London working on campaigns for brands like Sky, Halifax and Morrisons at DLKW Lowe and Brothers and Sisters. In 2014, she moved to the US where she was group account director at Johannes Leonardo delivering the Cannes Lions Grand Prix winning campaign “Original is Never Finished” for adidas. 

Dalton said: “Neither Kelsey nor I were looking for a move, but there seemed to be a unique momentum and energy at Special, coupled with a real opportunity to build and shape how we bring Special’s global values to NY."   

Karson led the Taco Bell account at Deutsch LA, launching the brand’s first international campaign.  She also spent seven years at R/GA, working on a wide range of clients including Samsung, Starbucks, Barbie, Amazon, Royal Caribbean, and L’Oreal.  

Karson said: “From my earliest conversations with the Special team, it was clear that this agency is building something different. We all want to do more of what matters and do it really well. That commitment to independent creativity has blessed Special with ambitious clients to match.” 

Cade Heyde, who co-founded Special in Australia and is now the partner & CEO leading the US business, said: “There are only a few truly global independent networks, and not many that can claim that they have world class creative offerings in every market they play in.  

“We continue to hunt down the most talented independent thinkers in different geographies and prove that we can build a fluid creative model that connects our talent, without the unnecessary hierarchies, outdated ways of working and the politics that often exist in other businesses.” 

Lindsey Evans, partner & CEO of Special Australia, added: "The strength and success of the Uber Eats work and relationship has afforded us immense opportunity to work in many markets around the world. To be able to extend Special further into the US is super exciting - and it’s especially exciting to have Cade lead the US business and export the Special culture to both the LA and NYC offices".