Warner Bros. Discovery (WBD) has appointed Special, following a competitive pitch, to lead the launch of streaming platform Max in Australia.
The shortlist is understood to have included DDB, Clemenger BBDO and Emotive.
Special, as creative agency of record, will be working across brand strategy, advertising, earned media and content.
Sasha Mackie, senior director marketing and publicity ANZ, Warner Bros. Discovery, said launching a brand like Max is a once-in-a-lifetime.
“We needed an agency as bold as the opportunity,” she said.
“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.”
Lindsey Evans, partner and CEO at Special Australia, said the outset the Warner Bros. Discovery team inspired the agency 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.”
Max, a competitor to Netflix and Stan, owns content slates such as HBO, Harry Potter, the DC Universe and the Cartoon Network.
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