Daniel Anderson speaks to Ad Age on HBO’s Move to Max: Why Simplicity Worked, In the End

What can HBO Max’s rebrand teach us about trust, timing and the power of self-awareness?

In Ad Age’s latest piece on the high-profile re-rebrand, our Chief Creative Officer of North America Daniel Andersson shares how HBO Max turned brand whiplash into a viral marketing moment with a self-aware social strategy. 

“What we know from the FutureBrand index is that rebrands work better when rooted in brand equity, not attempts to chase broader appeal.
By getting in on the joke, HBO Max have humanised the brand and secured a viral moment - there are brands paying millions of dollars to get their story out there that never reach this level of engagement"