Special makes several senior creative promotions

Special Australia has made five creative promotions, strengthening its senior leadership team and position in market.

Sian Binder, Lea Egan, Max McKeon, Nils Eberhardt and Simon Gibson have all been promoted to group creative director after several years at the independent agency.

(L-R): Sian Binder, Max McKeon, Nils Ederhardt, Lea Egan, Simon Gibson

“This crew is some of the best and brightest that our industry has to offer, so we are damn proud to be able to offer them the opportunity to not only do great work, but to lead and let others at Special learn from their creative leadership,” said Jules Schreiber, partner and CCO at Special.

Binder and Egan both joined Special in 2020 as creative directors – Binder joined from DDB Group Australia where she was a creative partner, while Egan spent time at Droga5, Anomaly and Clemenger BBDO prior to starting at Special.

Under their leadership, the independent agency won a competitive pitch for Bonds, and the duo have since produced multiple campaigns for the underwear brand.

Eberhardt has been at Special since 2017, after stints at Leo Burnett, Saatchi & Saatchi, and freelancing.

Gibson and McKeon have both been at Special for over three years. Prior to Special, Gibson worked as a senior copywriter at 72andSunny, with experience at R/GA and Clemenger BBDO also under his belt. Meanwhile, McKeon joined the agency in 2021 after time at The Monkeys, Saatchi & Saatchi New York, and Colenso BBDO NZ.

Eberhardt and Gibson helped Special launch the ‘Get Almost, Almost Anything’ brand platform for Uber Eats, and worked on various other clients including Kathmandu, Pepsi Max and Virgin Australia.

McKeon has also spent time working on various Uber campaigns, including ‘The Grey Wiggle’ and ‘Choose Your Own AO’.

Tom Martin, partner and CCO at Special, concluded: “We couldn’t be more fortunate to not have to look overseas or even across Australia, but simply stand up and look across our old warehouse to find five amazing creative leaders.”

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