Special NZ appoints Jess Bovey as Head of Social

Special New Zealand has today announced the appointment of leading social media expert Jess Bovey as Head of Social – an appointment that reflects the agency’s recent growth and ambition to further strengthen its social capabilities.

Bovey joins Special from New Zealand Police, where she shaped one of the most distinctive, popular and talked about public-sector social presences in New Zealand. Under her leadership, the Police’s channels have grown to over 2.8 million – a following built on a rare combination of sharp instinct, humour and a genuine understanding of platform and audience.

Bovey is a regular speaker at social marketing conferences and led the New Zealand Police to be named Marketing and Communications Team of the Year. Her arrival at Special follows an extensive search across New Zealand, Melbourne and Sydney.

Says Bovey: “I’ve spent almost a decade at New Zealand Police, and am genuinely proud of the work I have done. It would take the most creative agency with the most exciting opportunity to draw me away. Special is exactly that. The incredible breadth of work Special produces, the quality of the team, and the ambition to do something different with social is what made this such a compelling opportunity. I’m looking forward to pioneering this next chapter of the agency’s offering.”

Says Tony Bradbourne, Founder, Special: “Jess has worked both agency side and client side, and with that she brings a lot of insights, perspectives and understanding. She is someone who has been quietly doing some of the most creative, bravest, and effective social work in the country. That’s exactly the expertise and energy we are excited to be able to offer to our amazing clients.”

Says Kelly Grindle, Managing Director, Special PR: “Social has fundamentally changed what it means to do great PR. The lines between earned, owned and social have collapsed, and the agencies that thrive will be the ones that view social not as a channel to manage, but as a creative and strategic force in its own right. Jess brings the leadership and experience to do exactly that. She’s built something genuinely world-class with the New Zealand Police brand – growing a following of 2.8 million, navigating some of the most high-stakes communications in New Zealand, and doing it all with creativity and humanity.

“Her appointment signals Special’s focus on growing and scaling our social offering to set the standard for effective, creative social in New Zealand, and bolster an offering our clients can’t get anywhere else.”

Bovey will work across all Special’s offerings across the Auckland and Wellington teams from Monday, 27th July 2026.

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