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A special touch: How Special Group embraces creativity

Idealog + Special Group

A special touch: How Special Group embraces creativity

Creativity is at the heart of everything award-winning independent creative company Special Group does. From campaigns to brand-building, Special Group has always been about stripping down silos and layers in the aid of creativity for business. Executive creative director and partner Tony Bradbourne discusses how the agency integrates this through every part of their business.

Brand

When reflecting the fact that just one in four mergers result in success, TRA’s head of strategy Colleen Ryan told NZ Marketing earlier this year that culture - or two cultures and the failure to leverage the value of two businesses because of cultural differences - is a major culprit of failure.

Design Month, brought to you by DNA

The world of a marketer changes rapidly, and design changes accordingly as a way of keeping up and reflecting new values. However, design elements comprise a major part of a brand’s distinctive assets - and design changes need to protect key distinctive components while moving a brand forward, says TRA's Colleen Ryan.