Warner Bros. Discovery (WBD) has selected Special as its creative agency of record for the Australian launch of its streaming service, Max, following a competitive pitch process.

Special joins Max's recently appointed media agency of record EssenceMediacom, with the creative agency to be responsible for brand strategy, advertising, earned media, and content related to the launch.

It comes ahead of Max's scheduled debut in Australia in the first half of 2025. The streaming service will offer a diverse range of content, including programming from HBO, Warner Bros., Discovery, Animal Planet, and Cartoon Network. Notable franchises such as Harry Potter and the DC Universe will also be featured on the platform.

The arrival of the platform is expected to impact Foxtel's broadcast deal with WBD, that has given the subscription TV and streaming company exclusive rights to HBO and Max Originals content since 2020.

Senior Director Marketing and Publicity ANZ at Warner Bros. Discovery, Sasha Mackie, said: "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. We can’t wait for Australia to see what’s coming – it’s going to be special in every sense of the word."

Partner and CEO at Special Australia, Lindsey Evans, 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."