Special Australia has announced a series of senior leadership appointments as it continues to scale its national operations and creative offering across Sydney and Melbourne.
The independent agency has added four executives to its leadership ranks, appointing Sasha Firth as managing director, hiring Christie Meischke as people and culture director, and promoting Simon Gibson and Nils Eberhardt to executive creative directors.
Lindsey Evans, CEO and partner at Special Australia, said the appointments reflect the agency’s focus on talent and culture as core differentiators.
“We are incredibly excited by the serious firepower these awesome humans bring to everything Special. We have always said that all we really have to set ourselves apart is talent and the culture we create for that talent to thrive, the rest will take care of itself. Special has somehow managed to consistently attract and retain an unfair share of the very best. We are beautifully poised to supercharge our future fit offering and accelerate the creative impact we deliver for the ambitious brand owners we are privileged to work with,” Evans said.
Sasha Firth confirmed as managing director
Firth, who joined Special in May 2024, has now been appointed to the role of managing director on a permanent basis. She will lead Special Australia nationally alongside Tori Lopez, who has been with the agency since its inception.
Since joining, Firth has led the Melbourne office and played a key leadership role across the broader business.
In her expanded remit, she will focus on national integration and future-fit operations, including AI, technology and innovation enablement. While she will continue to oversee Melbourne, a new senior leadership role for the office will be announced.
Firth previously spent five years at DDB Group Australia as managing partner.
Evans said the appointment marks a reunion built on long-standing professional trust.
“I couldn’t be happier to have been reunited with the brilliant human that is Sasha – we have enjoyed many years of adventures in this industry together, at The Campaign Palace and Happy Soldiers, and over the last year she has made an immeasurable impact on our Melbourne business, its momentum, culture and performance. She is an all too rare talent who has exceptional leadership skills and lives our values – open, kind and brave – in every way,” she said.
Christie Meischke joins in the newly created culture role
Special has also appointed Meischke as people and culture director, a newly created national role designed to support continued expansion across both markets.
Meischke brings experience across human resources, policy and workplace practice, including the implementation of Special’s psychosocial program ‘Work Better, Feel Better’. She most recently held roles at OMG Australia and Hearts & Science.
Tori Lopez Image: Special Australia
Lopez, managing director at Special Australia, said the hire reinforces the agency’s commitment to culture.
“Christie’s appointment fuels Special’s ongoing commitment to putting its people and culture first. We are thrilled not only to have been able to attract such a well-respected and well-credentialed professional, but someone who so beautifully combines genuine empathy with ambition,” Lopez said.
Creative leadership is elevated in Sydney
On the creative front, Gibson and Eberhardt have been promoted from group creative directors to executive creative directors in recognition of their long-standing partnership and contributions to the agency’s output.
Eberhardt joined Special nine years ago and partnered with Gibson five years ago.
Together, they have worked on several of the agency’s most recognisable campaigns, including Uber Eats’ “Get Almost, Almost Anything”, Kathmandu’s “We’re Out There”, Uber’s “Can’t Do That If You’re Driving”, Tourism New Zealand’s “Good Morning World”, Uber Eats’ “Sharon and Kim” and Kitchen Warehouse’s “Mum-nipulate The Algorithm”.
In their new roles, the pair will remain based in Sydney, providing hands-on creative leadership across brands, projects and new business.
They join Ryan Fitzgerald, who continues as executive creative director, leading Melbourne.
Tom Martin and Julian Schreiber, chief creative officers and partners at Special Australia, said the promotions reflect both creative standards and leadership impact.
“We’re so thrilled to be able to promote Simon and Nils. It’s recognition not only of the exceptional standard of work they’ve delivered and their natural leadership, but of the deep respect they’ve earned across the agency. Their thoughtfulness, clarity and the way they show up for people every day sets the tone for those around them. The roar of applause at our all-agency announcement of their appointment pretty much said it all,” they said.
Top Image: Special Australia