Warner Bros. Discovery Sets Creative Partners for Max European launch

Warner Bros. Discovery has appointed entertainment creative advertising and marketing specialist, Once Upon a Time, and brand consultancy and creative agency, BigSmall, for the European launch of streamer Max.

Max will rollout in 22 countries across the Nordics, Iberia, Central and Eastern Europe on May 21, followed by France, Poland, the Netherlands and Belgium on June 11. The standalone streaming service will bring together content from HBO Max, Discovery and Eurosport.

Once Upon a Time and BigSmall will be jointly responsible for delivering creative assets into 22 European markets across the Nordics, Iberia, Benelux and Central and Eastern Europe. The campaign will be fully integrated, ranging from anthem TV and cinema creative to promotional content-driven spots, out-of-home, audio, digital and social.

Elana Loewenthal, VP brand and content marketing, EMEA, for Max, said: “For this launch we wanted to deliver quality at scale, whilst unlocking the evocative power of our content. With Once Upon a Time providing a wide range of agency skills, everything from brand strategy to creative to production to localisation, and BigSmall creating our anthem TV and cinema campaign, we have the perfect partners to launch Max across Europe.”

Tom Stroud, managing director, creative advertising at Once Upon a Time Marketing, added: “Launching Europe’s newest streaming service, Max, for Warner Bros. Discovery, across 20+ markets, has touched every corner of the agency from brand strategy to creative and production. Delivering end-to-end strategic creative solutions for entertainment clients across the globe is our expertise and passion, and we couldn’t be more excited to be partnering with the team at Max to bring their enhanced streaming service to life.”

Matt Edwards, partner at BigSmall, said: “We started BigSmall to do best-in-class work on the biggest and most important briefs, and it doesn’t get much bigger than a 22 market launch campaign for one of the world’s premier global media companies. We’re delighted to have been appointed to join the Max launch team.”

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