Warner Bros. Discovery has selected EssenceMediacom as its media agency to spearhead the launch of its upcoming streaming service, Max, in the Australian market. Scheduled for the first half of 2025, Max will showcase premium content from global powerhouses like HBO, Warner Bros., Harry Potter, Discovery, the DC Universe, Animal Planet, and more.
EssenceMediacom secured the role following a competitive pitch, earning responsibility for media strategy, planning, implementation, and measurement. The agency will also collaborate with WBD’s in-house team on biddable channel efforts.
Sasha Mackie, WBD’s Senior Director of Marketing for Australia, expressed in Mumbrella obiut the partnership:
“When Max arrives in Australia, it will be home to some of the world’s best and most loved content,”
“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, shared her excitement in Mumbrella about the collaboration:
“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.”
With this collaboration, Warner Bros. Discovery and EssenceMediacom are poised to make Max a standout streaming platform in Australia, leveraging innovative strategies and locally resonant campaigns.
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