HBO Max Names Engine as its Social Media AOR

By Kyle O'Brien 

Media and marketing services company Engine is expanding its relationship with HBO, adding social responsibilities for WarnerMedia’s streaming service HBO Max.

Engine has been supporting HBO brand and social activities for over three years, working on social campaigns including “Recommended by Humans” and “Sopranos Nicknames,” and winning Webby, Clio and One Show awards along the way. The success of the existing collaboration led to Engine being named social AOR on the nearly year-old HBO Max.

“Our ongoing success with HBO is a tribute to the collective talent and passion on both sides of the partnership,” Matt Steinwald, svp executive creative director at Engine, said in a statement. “We’re excited to help create a social presence for HBO Max that lives up to the high quality standards of their programming.”

“Engine has been our social brand agency of record at HBO for over three years and their proven track record gives me great confidence in the high caliber of work they will bring to our HBO Max social handles. We look forward to continue growing this partnership and raising the bar for engaging high-quality social content,” added HBO Max svp, brand marketing Jason Mulderig.

HBO Max launched May 27 last year with a large amount of content from WarnerMedia’s film and television brands and serves as the cornerstone of parent company AT&T’s streaming ambitions. It launched after a condensed, wall-to-wall marketing push after the pandemic threw a wrench in its promotional plans.