After rebranding its HBO Max streamer as Max in 2023, Warner Bros. Discovery recently reverted the platform back to HBO Max, a brand with more prestige and history. Now, the company is pulling a similar move for its corporate rebrands ahead of its upcoming split in mid-2026.
Around three years after WarnerMedia and Discovery’s $43 billion merger to create Warner Bros. Discovery, the company announced that its new spinoff companies will be called Warner Bros., which will comprise the streaming and studios divisions, and Discovery Global, which will include the global networks. Much like HBO Max, the names go back to the company’s roots.
“We will proudly continue the more than century-long legacy of Warner Bros. through our commitment to bringing culture-defining stories, characters, and entertainment to audiences around the world,” CEO David Zaslav said in a statement. “Over the past several years, we have made important strides across the business, launching and investing in a profitable, global streaming service and reinvigorating our studios to return them again to an industry-leading position. With our unmatched portfolio of storytelling IP coupled with our incredible creative partners, and now an executive team of proven, bold, and committed creative and corporate leaders, we are in a strong position to launch and continue to meaningfully grow a company worthy of our storied past.”
Warner Bros. will have Warner Bros. Television, Warner Bros. Motion Picture Group, DC Studios, HBO, HBO Max, and Warner Bros. Gaming Studios. The leadership team includes Zaslav as CEO; Pam Abdy, co-chair and CEO Warner Bros. Motion Picture Group; Casey Bloys, chairman and CEO, HBO and HBO Max; and Bruce Campbell, COO.
Meanwhile, Discovery Global will have CNN, TNT Sports in the U.S., Discovery, and free-to-air channels across Europe, as well as digital products such as the Discovery+ streaming service and Bleacher Report (B/R). The leadership team includes Gunnar Wiedenfels (currently CFO of Warner Bros. Discovery) as CEO; the company’s ad leaders, Ryan Gould and Bobby Voltaggio; and Gerhard Zeiler, president, U.S., U.K. & Germany, Discovery+ and CCO.
“As we prepare for the launch of Discovery Global, our enthusiasm for the opportunities ahead only grows thanks to our leading portfolio of beloved brands and programming, our worldwide footprint for adults, kids, and families, and now the experienced and talented leadership team who will ensure strong operational execution to drive strategic investments and deliver compelling content to global audiences,” Wiedenfels said.
Though both of WBD’s ad sales chiefs are under the Discovery brand, when WBD announced its plans to split the company in June, Wiedenfels noted that he expected U.S. ad sales to continue to go to market together.
In addition to the C-suite announcements, Warner Bros. is seeking a new CFO and chief people and culture officer, and Discovery Global will hire a chief communications and public affairs officer.
After announcing the company split this year, Zaslav noted that the decision would bring “sharper focus and strategic flexibility” to the companies as they navigate today’s evolving media landscape.