EssenceMediacom to lead Warner Bros. Discovery's media agency ahead Max launch

EssenceMediacom has been appointed as the media agency of Warner Bros. Discovery (WBD) 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.

Max, which will arrive in Australia in the first half of this year, will feature the full breadth and depth of WBD’s diverse slate of content, including iconic brands and treasured franchises. Australians will have access to 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," Sasha Mackie, WBD’s senior director marketing ANZ, 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."

The win follows a run of success for EssenceMediacom, including winning Specsavers and extending its contract with Uber and the Queensland Government.

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