Warner Bros Discovery taps Special to launch Max streaming service in Australia

Warner Bros Discovery has appointed independent creative agency Special to lead the Australian launch of its streaming platform Max in the first half of 2025.

Special has been selected as the agency of record to oversee brand strategy, advertising, earned media and content as WBD prepares to introduce its flagship global streaming service to the Australian market.

Max will bring together iconic entertainment brands under one platform, featuring premium content from HBO, Warner Bros, Discovery, Animal Planet and Cartoon Network. It will also be home to some of WBD’s most celebrated franchises, including Harry Potter and the DC Universe.

Already a major player in global streaming, Max is set to shake up the Australian market with its expansive content library, covering scripted dramas, documentaries, true crime, animation, live sports, and (possibly) news. The platform is home to major titles such as Friends, The Big Bang Theory, and exclusive HBO content.

Sasha Mackie, senior director of marketing and publicity at Warner Bros Discovery, described the Max launch as a landmark moment for the company.

“Launching a brand like Max is a once-in-a-lifetime, so 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.”

A Special vision for Max in Australia

Special, known for its creative and culturally resonant campaigns, sees the partnership as a unique opportunity to leave a lasting cultural impact.

“From the outset, the Warner Bros. Discovery team inspired us with their smarts, passion, and ambitious drive to set a new standard,” said Lindsey Evans, partner and CEO at Special Australia.

“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.”