Special has been appointed as the creative agency of record for Warner Bros. Discovery (WBD) to lead the launch of Max in Australia.
The creative agency will work across brand strategy, advertising, earned media and content ahead of the global streaming service’s launch in Australia in H1 2025.
Max will be home to the best of some of WBD’s most treasured franchises, including Harry Potter and the DC Universe. The platform will feature content from HBO, Warner Bros., Discovery, Animal Planet, Cartoon Network and more.
“Launching a brand like Max is a once-in-a-lifetime, so we needed an agency as bold as the opportunity. Enter Special: from day one, they nailed it with a pitch concept that’s punchy, innovative and unapologetically Max,” Sasha Mackie, senior director of marketing and publicity ANZ, Warner Bros. Discovery, said.
“We can’t wait for Australia to see what’s coming – it’s going to be special in every sense of the word.”
Lindsey Evans, partner and CEO at Special Australia, said: “From the outset, the Warner Bros. Discovery team inspired us with their smarts, passion and ambitious drive to set a new standard.
“This, coupled with their premium product offering, creates a unique opportunity to engage in the conversations and moments that matter to people, leaving lasting cultural impact and extraordinary value creation.”
Last month, WBD appointed EssenceMediacom as the media agency to lead the launch of the Max streaming service in Australia.
The media agency will lead all media aspects, including media strategy, planning, implementation and measurement. They will also support the global media and entertainment business’ in-house team across biddable channels.
At the time, Mackie said: “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 Australia and New Zealand, 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.”