Warner Bros. Discovery appoints media agency to launch new streaming service in Australia
Warner Bros. Discovery has appointed EssenceMediacom for the launch of Max, its forthcoming streaming service, which is set to enter the Australian market this year.
Following a competitive pitch, EssenceMediacom has been made responsible for leading all aspects of media, including media strategy, planning, implementation and measurement. They will also support WBD’s in-house team across biddable channels.
Max is due in the first half of 2025, and will feature premium content from HBO, Warner Bros., Harry Potter, Discovery, the DC Universe, Animal Planet, and much more.
“When Max arrives in Australia, it will be home to some of the world’s best and most loved content,” said Sasha Mackie, WBD’s senior director of marketing for Australia.
“This premium value proposition needs a media agency who is up to the task of getting that message out far and wide, and we think EssenceMediacom is the agency to do that.
“The connection, chemistry and culture fit was evident from the outset, and their team really impressed with clear articulation of the strategy, and focus of delivery against results.”
Pippa Berlocher, CEO of EssenceMediacom ANZ, added: “We couldn’t be more excited to partner with Warner Bros. Discovery on the launch of Max in Australia. WBD content has always been at the cutting edge of culture and we’re looking forward to helping them breakthrough and bring it to life locally in a uniquely Aussie way.
“From the first interaction of the pitch, we loved working with the team at WBD and had amazing chemistry from the start. We can’t wait to get cracking.”
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