Warner Bros. Discovery (WBD) has selected EssenceMediacom as the media agency to oversee the launch of its Max streaming service in Australia. The agency will be responsible for all aspects of media, including strategy, planning, implementation, and measurement. EssenceMediacom will also support WBD’s in-house team across biddable channels.

Max, set to launch in Australia in the first half of this year, will feature a diverse range of content from WBD, including HBO, Warner Bros., Harry Potter, Discovery, the DC Universe, Animal Planet, and more. The appointment of EssenceMediacom comes on the heels of the agency's recent wins with Specsavers and its extended contract with Uber and the Queensland Government.

“When Max arrives in Australia, it will be home to some of the world’s best and most loved content,” claimed Sasha Mackie, WBD’s Senior Director Marketing ANZ. “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, echoed Mackie's sentiments. "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.”

A global media and entertainment company, WBM creates and distributes content and brands across television, film, and streaming. EssenceMediacom is the largest agency within the GroupM Network.