Amy Ferguson, chief creative officer at Special New York, champions a "responsibly unhinged" creative ethos, seeking to redefine advertising norms. Her leadership emphasizes playful and bold campaigns, exemplified by innovative initiatives for brands like Planet Fitness and Hanes. Through her strategic vision, Ferguson aims to cultivate a culture that marries artistic creativity with business growth, connecting deeply with contemporary culture. Previously at TBWA\/Chiat\Day, she is committed to nurturing talent and fostering a collaborative environment that can yield breakthrough work in the advertising landscape.
Ferguson aims to foster playful and bold creativity, stating her goal to "make ads that don't feel like ads," embracing a "responsibly unhinged" approach.
Ferguson reflects on her decision to join Special, emphasizing a desire to nurture talent and create culture at an independent agency focused on growth.
Her initiatives include unconventional campaigns, such as a truck for period underwear in Brooklyn, showcasing the blend of humor and cultural relevance in marketing.
As Special New York's first creative leader, Ferguson's focus encompasses both growth and creativity, aiming for campaigns that resonate deeply with culture.
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