August 5, 2021
WarnerMedia Ad Sales announced the creation of House of Max, a consumer-centric brand studio for advertisers leveraging WarnerMedia’s entertainment IP, brands and franchises.
With House of Max’s creative and production capabilities, advertisers will have the opportunity to develop custom creative for their marketing messages in the HBO Max environment. The brand studio will also create custom services for WarnerMedia entertainment properties, including Adult Swim, Cartoon Network, TBS, TNT and truTV, among others.
HBO Max with limited ads launched in June, and House of Max aims to make that ad load impactful. According to a recent study from WarnerMedia, 65% of consumers think more favorably of a brand when they provide fewer commercial interruptions during content.
Leading the House of Max business is Maureen Polo, SVP of Entertainment Marketing Solutions for WarnerMedia. Polo joined WarnerMedia in late 2020 after leading Fullscreen, an award-winning social content agency with unparalleled value in both the creator and advertising businesses. Serving as creative lead is Elaine Andrade, SVP and executive creative director for WarnerMedia, who joined from Fullscreen as well.
House of Max will consist of a group of storytellers with wide-ranging capabilities, including video production, motion design, photography, original music, among others, to create texture for brand campaigns.
“House of Max builds upon WarnerMedia’s bountiful history and storytelling tradition with captivating, consumer-centric experiences,” Polo said in a statement. “Developed by an outstanding group of dynamic and diversified collaborators, House of Max’s insights-driven brand storytelling is a harmonious combination of art and science that furthers consumers’ curiosity while driving business outcomes for partners.”
House of Max will closely collaborate with the HBO Max product team to create an effective environment that aligns with marketers’ goals and puts the viewer at the heart of the streaming experience.
“We’re seeing great engagement on HBO Max with Ads since the platform launched in June, with customers telling us they enjoy and appreciate our short ad breaks and seamless ad experience,” said Julian Franco, SVP of product management for HBO Max. “House of Max will help us provide an even better experience for our viewers, offering brand partners the opportunity to develop custom creative that fits in seamlessly with HBO Max’s premium content and interface.”
House of Max custom creative is available to any brand that partners with HBO Max beginning in the fourth quarter of 2021. House of Max will unveil additional details about its solutions, partners and more at a future launch experience.