EssenceMediacom has been appointed by Warner Bros. Discovery (WBD) to lead the launch of the Max steaming service in Australia.
The agency will be responsible for leading media strategy, planning, implementation and measurement. It will also support WBD’s in-house team across biddable channels.
The competitor to Netflix and Stan is expected to launch early this year.
Max includes HBO, Harry Potter, the DC Universe and the Cartoon Network.
Pippa Berlocher, CEO of EssenceMediacom Australia and New Zealand, said WBD content has always been at the cutting edge of culture.
"We’re looking forward to helping them breakthrough and bring it to life locally in a uniquely Aussie way," Berlocher said.
"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.
Sasha Mackie, WBD’s senior director Marketing ANZ, said Max is 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," Mackie said.
"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.”
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