Warner Bros. Discovery assembles creative partners for the European launch of Max

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 be rolled out in 22 countries in Scandinavia, 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 across 22 European markets across Scandinavia, the Iberian Peninsula, the Benelux and Central and Eastern Europe. The campaign will be fully integrated, ranging from anthem TV and cinema creation to promotional content-driven spots, out-of-home, audio, digital and social.

Elana Loewenthal, VP brand and content marketing, EMEA, at Max, says: “For this launch, we wanted to deliver quality at scale while unlocking the evocative power of our content. With Once Upon a Time offering a wide range of agency skills, everything from brand strategy to creative, production to localization, 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: “The launch of Europe’s newest streaming service, Max, for Warner Bros. Discovery, in more than 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 customers around the world is our expertise and passion, and we couldn’t be more excited to partner 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 on the largest and most important assignments, and it doesn’t get much bigger than a 22 market launch campaign for one of the world’s largest global companies. media companies. We are thrilled to have been appointed to join the Max launch team.”