Celia Garforth

Agency: Special

Australia

Celia has led the strategy and growth of Special’s cornerstone business - Uber and Uber Eats - over the past 8 years across the Asia-Pacific region (Australia, NZ, Japan, Taiwan, Hong Kong, South Korea, India). This includes developing the strategy for the award-winning Uber Eats campaign 'Tonight, I'll be Eating...' which has scaled globally, and the repositioning platform 'Get Almost Almost Anything', which won a Gold Australian Effie in 2024 and spread to 10+ global Uber Eats markets.

In 2024, Celia’s influence has also expanded Special’s role within Uber’s mobility division, assisting the global Brand team in reimagining their product portfolio architecture and brand strategy for post-rideshare growth. This led to significant revenue growth for Special and extended the agency’s regional Uber account into new markets, all managed from the Sydney office and under Celia’s strategic leadership of her seven-strong strategy team. She also plays a key role in setting agency vision, commercial direction and culture as part of Special Australia’s Executive Leadership Team, which includes managing Special’s burgeoning Tokyo office. In recognition of her work, Celia won Mediaweek’s Next of the Best (2024), B&T’s Women in Media (strategy category, 2024) and Campaign Asia’s Strategist of the Year ANZ.