Warner Bros Discovery appoints EssenceMediacom in Australia

Warner Bros Discovery (WBD) has appointed EssenceMediacom as its media agency to lead the launch of the Max streaming service in Australia.

Following a competitive pitch, EssenceMediacom will be responsible for leading all aspects of media, including media strategy, planning, implementation and measurement, while supporting WBD’s in-house team across biddable channels.

Max will be launched in Australia in the first half of 2025 and will feature the full breadth and depth of WBD’s slate of content. This includes content from HBO, Warner Bros, Harry Potter, Discovery, the DC Universe, Animal Planet, and more.

“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,” said Sasha Mackie, WBD’s senior director of marketing, ANZ. 

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.”

The win follows a run of success for EssenceMediacom as it recently won the Specsavers account and extended its contract with Uber and the Queensland Government.