Tag: Warner Bros. Discovery

USA – Warner Bros. Discovery (WBD) revealed that its flagship streaming service, Max, will be rebranded as HBO Max this summer, marking a strategic return to the iconic HBO brand for its streaming service to emphasise quality and distinctiveness in content.

The rebrand was announced during WBD’s Upfront presentation at Madison Square Garden, where JB Perrette, president and CEO of streaming, and Casey Bloys, chairman and CEO of HBO and Max Content, outlined the rationale behind the change.

The return to the HBO name reflects the company’s ongoing strategic adjustments, which prioritise high-performing content and audience preferences based on consumer data and viewing trends.

“We will continue to focus on what makes us unique – not everything for everyone in a household, but something distinct and great for adults and families. It’s really not subjective, not even controversial – our programming just hits different,” said Perrette.

“With the course we are on and strong momentum we are enjoying, we believe HBO Max far better represents our current consumer proposition. And it clearly states our implicit promise to deliver content that is recognised as unique and, to steal a line we always said at HBO, worth paying for,” added Bloys.

Warner Bros. Discovery’s streaming business has seen a significant turnaround, improving profitability by nearly $3 billion over two years and adding 22 million subscribers in the past year. The company attributes this growth to a strategic focus on high-performing content—such as HBO programming, recent films, docuseries, select reality shows, and original content—while scaling back on lower-engagement genres. The shift also reflects evolving consumer preferences, with viewers increasingly seeking quality over quantity in streaming content.

David Zaslav, president and CEO of Warner Bros. Discovery, said, “The powerful growth we have seen in our global streaming service is built around the quality of our programming. Today, we are bringing back HBO, the brand that represents the highest quality in media, to further accelerate that growth in the years ahead.”

Australia – Nine has been appointed by Warner Bros. Discovery (WBD) as Max’s exclusive sales partner to commercially maximise its ad-supported Basic With Ads tier. This comes ahead of the streaming platform’s anticipated launch in Australia on March 31.

Leveraging Nine’s cutting-edge technology, Max will play a pivotal role in Nine’s digital video offering for advertisers, represented nationwide by Nine Sales.

With the addition of 9Now and Stan Sport, Nine’s partnership with WBD significantly expands its audience reach across the leading Subscription Video On Demand (SVOD) and Broadcast Video On Demand (BVOD) sectors.

Built on Max’s extensive library of premium content, this inventory will be integral to Nine’s high-value revenue strategy, led by Powered (premium integrated sales and strategy). Meanwhile, Nine’s Centre of Digital Excellence (encompassing digital solutions, data, product, and programmatic) will underpin the overall sales approach.

This collaboration enables Nine to provide agencies and clients with seamless and innovative advertising solutions across SVOD and BVOD platforms, ultimately driving stronger business outcomes for advertisers.

Michael Brooks, general manager for ANZ at Warner Bros. Discovery, said, “This is the first time WBD’s premium slate of content has existed in one place in Australia. Launching Max with an ad-supported tier creates a compelling offer for viewers and advertisers alike, while partnering with Nine allows us to tap into their deep experience, strong relationships and proven capabilities.”

Meanwhile, Matt James, acting chief sales officer at Nine, commented, “The combination of Max’s amazing content and world-leading advertising products with Nine’s local expertise, sales infrastructure and scale is a unique opportunity for clients in this country. This relationship with WBD will accelerate our strategy into the digital video market and offer clients better return on investment.”

It is worth noting that WBD recently appointed Foxtel Group as its launch partner for Max in Australia, wherein Max’s expanded content offering will be available to Foxtel’s 1.4m residential subscribers at no additional cost to their Foxtel subscription. It had also recently tapped Special Group and EssenceMediacom for their creative and media mandate respectively–both related to Max’s launch in Australia.

Australia – Foxtel Group and Warner Bros. Discovery (WBD) have announced an evolved partnership for 2025 and beyond, and will see Foxtel Group become a launch partner as Warner Bros. Discovery brings its Max streaming app to Australia on 31 March, 2025.

As launch partner, Max’s expanded content offering will be available to Foxtel’s 1.4m residential subscribers at no additional cost to their Foxtel subscription. In addition, the Max app will be available on Hubbl, offering easy access with seamless integration into the user interface.

The Max app will include HBO Originals, Max Originals, and premium content from Warner Bros., Discovery, Cartoon Network and more. Content will include key WBD franchises such as Harry Potter and the DC Universe, as well as current and returning seasons of hugely popular series including House of the Dragon, The Last of Us and  And Just Like That…

Moreover, the continued partnership between Foxtel Group and Warner Bros. Discovery recognises the strength of Foxtel Group’s reach, brands and commitment to quality by one of the world’s largest entertainment partners and production studios in showcasing premium content and ability to generate growth in market.

Hilary Perchard, chief executive of Foxtel Retail and Hubbl, said, “This renewed collaboration confirms our position as a partner of choice for the world’s largest entertainment studios who seek scale and reach for their premium entertainment content. We have always said optionality is central to our long-standing partnership. The strength of our products and much-loved brands means that we have been able to innovate and evolve our partnership with Warner Bros. Discovery in a unique model that enables mutual growth.”

Hilary added. “We have been partners with Warner Bros. Discovery for over 20 years and are delighted that our world-class aggregation products will play key roles in launching Max in this market. As launch partner, our Foxtel and Hubbl customers will be able to seamlessly access the breadth of content across the Warner Bros. Discovery content slate, which has always been popular among audiences, ensuring we continue to deliver exceptional value for our subscribers.”

Meanwhile, Michael Brooks, general manager of ANZ at Warner Bros. Discovery, commented, “Through our long-standing partnership, Australians have enjoyed WBD’s world-class content through Foxtel Group platforms for many years. As we launch the Max app in Australia – and look to maximise its reach through partnerships – it makes perfect sense for us to create a unique option we know will resonate with Foxtel subscribers and Hubbl users.”

The news follows after Warner Bros. Discovery had tapped Special Group and EssenceMediacom for their creative and media mandate respectively–both related to Max’s launch in Australia.

Max has been previously rolled out in Southeast Asia, as well as Hong Kong and Taiwan on November 19, 2024. To mark this launch, Max created localised immersive and outdoor activations for all of these markets to showcase their diverse entertainment content offerings.

Singapore – Omnicom Media Group agency Hearts & Science has been appointed the media agency of Record for Warner Bros. Discovery’s Theatrical and Streaming divisions across several Asia Pacific markets, following a competitive pitch.

Beginning first quarter of 2025, Hearts & Science will manage integrated planning and media strategy across Theatrical and Streaming campaigns in Singapore, New Zealand, Taiwan, Malaysia, and the Philippines. Additionally, the agency will also manage the streaming account in Thailand, Hong Kong, and Indonesia. 

This win follows Hearts & Science’s successful management of the Max launch across seven markets in November 2024, further showcasing the agency’s ability to deliver large-scale, multi-market campaigns with precision and creativity.

Hearts & Science’s data-driven approach, combined with its deep understanding of local market dynamics, positions it as a trusted partner to deliver innovative solutions tailored to Warner Bros. Discovery’s goals in the ever-evolving entertainment landscape.

Rochelle Chhaya, CEO at Hearts & Science APAC, expressed her enthusiasm for the partnership, “The pitch process was an inspiring and collaborative journey, and we thoroughly enjoyed the opportunity to engage with Warner Bros. Discovery’s vision for the future of entertainment. Winning this business is a proud moment for our team, as it reflects our ability to combine regional integration with local nuance. We are eager to build on this foundation, fostering a partnership that delivers impactful storytelling, strategic media planning, and measurable success. Together, we’ll redefine entertainment marketing in the region.”

Julie Glenn, head of theatrical marketing for Asia-Pacific at Warner Bros. Discovery commented on the appointment, “We were impressed by Hearts & Science’s strategic thinking, regional cohesion, and ability to adapt to the unique nuances of each market. Their demonstrated success with the Max launch and their collaborative approach during the pitch process gave us confidence that they are the right partner to bring our vision to life. We’re looking forward to an exciting and productive partnership.”

Australia – Warner Bros. Discovery (WBD) have appointed Special as their creative agency of record to lead the launch of Max in Australia, working across brand strategy, advertising, earned media and content, following a competitive pitch. 

This agency appointment recently follows WBD’s appointment of EssenceMediacom as its media agency for the streaming service’s launch in Australia this year.

Sasha Mackie, senior director of marketing and publicity for ANZ at Warner Bros. Discovery said, “Launching a brand like Max is a once-in-a-lifetime, so we needed an agency as bold as the opportunity.  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.” 

Meanwhile, Lindsey Evans, partner and CEO at Special Australia, commented, “From the outset the Warner Bros. Discovery team inspired us 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.”

India – Britannia has partnered with Warner Bros. Discovery Global Consumer Products (WBGCP) to introduce a limited-edition Harry Potter-themed biscuit collection, offering fans a magical and indulgent sensory experience inspired by the world of Hogwarts.

Britannia’s limited-edition Pure Magic Choco Frames are open choco biscuits, each pack containing five intricately designed treats featuring Hogwarts’ four houses—Gryffindor, Slytherin, Ravenclaw, and Hufflepuff—with a rare chance to discover one embossed with Platform 9¾.

Perfect for everyday indulgence or gifting to Harry Potter fans, Britannia’s limited-edition Pure Magic Choco Frames offer consumers a delightful and collectible treat inspired by the wizarding world.

Siddharth Gupta, general manager of marketing at Britannia Industries, said, “At Britannia, we are committed to constantly innovating and finding new ways to delight our consumers while evolving our portfolio to meet changing preferences.” 

“Our collaboration with Warner Bros. Discovery Global Consumer Products (WBGCP) marks a significant milestone as we bring a Harry Potter-inspired indulgence for fans through our Pure Magic Choco Frames. This strategic partnership is an attempt to bring the iconic legacy of Harry Potter together with Britannia’s expertise in crafting indulgent treats for everyone. It’s more than just a product; it’s an opportunity to create a memorable moment that resonates with fans across generations,” Gupta continued.

The Britannia Pure Magic Choco Frames is available only for a limited time on Blinkit or at Reliance stores.

Australia – Warner Bros. Discovery (WBD) has appointed EssenceMediacom as the media agency to lead the hotly anticipated 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.  They will also support WBD’s in-house team across biddable channels.

Coming to Australia in the first half of this year, Max will feature the full breadth and depth of WBD’s diverse slate of content, including iconic brands and treasured franchises.  From blockbuster series and movie events, to loved and comforting shows, Australians will have access to premium content from HBO, Warner Bros., Harry Potter, Discovery, the DC Universe, Animal Planet and much more.

The win follows a run of success for EssenceMediacom, including winning Specsavers and extending its contract with Uber and the Queensland Government.

Sasha Mackie, senior director marketing for ANZ at Warner Bros. Discovery, said, “When Max arrives in Australia, it will be 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.  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.”

Meanwhile, Pippa Berlocher, CEO of EssenceMediacom Australia and New Zealand, commented, “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.  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.”

Philippines – Streaming service Max has launched a content partnership with digital services provider PLDT Home to provide entertainment to more customers in the Philippines.

As part of the partnership, new customers subscribing to PLDT Home’s ‘Fiber Unli All Plan 1799’ can access the Max Standard Plan for two months. The promo runs from December 10, 2024 to February 9, 2025.

Warner Bros. Discovery recently launched Max in Southeast Asia, with PLDT as the latest addition to its base of global partners and with plans to forge more partnerships to offer entertainment to more Filipinos.

Max houses shows and films under the HBO Original, Cartoon Network, Cartoonito, and Warner Bros. Discovery collections.

In the standard plan, as offered by PLDT in its promo, customers can stream on two devices simultaneously with full HD video resolution.

“As Max launches across Southeast Asia, we are pleased to expand our partnership with PLDT to bring even more quality entertainment and iconic brands to Filipino audiences,” Tony Qiu, general manager of Greater China and Southeast Asia at Warner Bros. Discovery, commented.

Patrick S. Tang, PLDT Home’s vice president of acquisition marketing, said, “Our new and exciting partnership with Max is PLDT Home’s way of delivering not just unli entertainment to our customers, but also a reinforcement of our commitment to making quality time for Filipino families at home as fun, fulfilling, and meaningful as possible with its endless variety of entertaining content.”

“As the Philippines’ leading digital services provider, we aim to bridge Filipino families to the world’s best content platforms and other lifestyle innovations to further better their life at home in more ways than one,” Tang added.

Singapore – Warner Bros. Discovery has announced that its streaming service Max will launch on November 19 in Indonesia, Malaysia, Philippines, Singapore and  Thailand, as well as Taiwan and Hong Kong. Max will be a brand new streaming experience in the region bringing fans blockbuster movies, groundbreaking series, iconic titles, real-life content and other family favourites through a strong product experience. 

Max brings together entertainment titles from brands like HBO, Harry Potter, the DC Universe, Cartoon Network, Max Originals, and the best of Hollywood movies, as well as programming from Discovery, TLC, AFN, Food Network, ID and HGTV all in one place. 

From November 19, subscribers can enjoy an elevated streaming experience on multiple devices with  an easy to navigate interface including personalised recommendations, seamless search, genre rails and brand hubs. 

Moreover, by providing a more intuitive way of exploring Max, subscribers can create up to five unique profiles, each customisable with favorite characters as avatars, receive content picks based on viewing habits and customise profiles for kids, curated with age-appropriate content and parental controls.

JB Perette, CEO and president of global streaming & games at Warner Bros. Discovery said, “We are thrilled to bring Max to more consumers in Asia. Max brings together unparalleled quality content  from iconic brands like HBO, Discovery, the DC Universe, Harry Potter, AFN, and Cartoon Network, as well as Hollywood blockbusters all in one place. Building on successful launches in the U.S., Latin  America and Europe, Asia Pacific represents the next phase of Max’s globalization, making Max available now in over 72 markets with more to come in 2025.”

Meanwhile, James Gibbons, president at Warner Bros. Discovery, APAC commented, “Warner Bros. Discovery has long entertained fans across Asia Pacific with culture-defining content from powerhouse brands. For the first time, this programming will be available in a brand new streaming app for regional audiences, with Max combining incredible breadth and depth and a best in class viewing experience.” 

Hong Kong – Prudence Foundation, the community investment arm of Prudential plc in Asia and Africa, and Warner Bros. Discovery in Asia Pacific (WBD) are collaborating on a content series called ‘Decode with Prudence’ to help educate audiences on the planet, human lives and their livelihood. 

Through fact-based storytelling, ‘Decode with Prudence’ aims to provide informative, engaging content on current issues that inspire actions for a better and more resilient future. ‘Decode with Prudence’ will kick-off the series by targetting two key topics around the climate crisis – heat and air pollution.

Diana Guzman, chief sustainability officer at Prudential and chair of the Prudence Foundation said, “Prudence Foundation is committed to building climate and health resilience, working with our partners to implement programmes that protect communities from the impacts of climate change. We’re pleased to collaborate with Warner Bros. Discovery and leverage on their ability to reach millions of households in Asia.”

She added, “With Decode, we’re highlighting the importance of the individual and collective human action to address the climate crisis. We want to inspire people to action, using what they learned from the programme to keep themselves and their loved ones safe.”

Meanwhile, Tony Qiu, GM for Greater China & Southeast Asia at Warner Bros. Discovery, commented, “WBD has a long history with environmentally focused storytelling, with stories that educate our audiences and inspire action. We are pleased to partner with the Prudence Foundation on this initiative to help drive increased awareness of key topics affecting our society.”

The content series is available on Warner Bros. Discovery’s Southeast Asia and Taiwan TV channels and social media platforms, including Discovery Channel Southeast Asia, Discovery Channel Taiwan, TLC Southeast Asia, TLC Taiwan, and Discovery Channel Southeast Asia Facebook, Instagram and YouTube.

For this content series, global NGO Climate Resilience for All has come on board as a content partner for the topic of heat, to ensure accuracy of information related to the topic.

Kathy Baughman McLeod, CEO at Climate Resilience for All said, “One of the best ways to protect health and livelihoods from the impacts of heat is to build awareness, and campaigns like this are a great example of action communities everywhere can take.”