After integrating its various brands under one advertising sales organization last month, Disney is now making strategic changes to how it approaches client relationships.
Disney Advertising Sales, in addition to integrating all of The Walt Disney Company’s entertainment, sports, news and kids linear and digital TV and radio businesses, will work as an adviser to clients’ businesses.
Rita Ferro, president of Disney Advertising Sales, said the moves will make her division a “more efficient and effective way for our clients to do business with us.”
“Further, our focus on deeper, data-driven understanding of our clients’ businesses and media strategies will enable us to continue helping our clients maximize the value of their marketing spend and grow their businesses through our robust portfolio of platforms. I am confident that our renewed vision and the resulting structure positions our current offerings for maximum growth as our business and the marketplace continue to evolve,” Ferro said in a statement.
Disney’s Advertising Sales division is split into three groups: sales, client and brand solutions, and revenue and operations.
Sales is run by six senior vice presidents responsible for managing account teams: Patricia Betron, Marco Forte, Flora McKiernan, Andrew Messina, Wendell Scott and Jeremiah Tachna, and all of them report directly to Ferro.
Client and brand solutions is split into four groups: client solutions, sports brand solutions, entertainment brand solutions and international alliances. The revenue and operations group will be focused on optimizing and managing business opportunities across the portfolio and providing marketers with increased scale.
Disney Advertising Sales handles ad sales for the for ABC Entertainment; ABC Daytime; ABC News; Disney Channel; Disney XD; Disney Junior; the ESPN portfolio that includes ESPN’s domestic networks, ESPN on ABC, ESPN.com, ESPN3, ESPN The Magazine, ESPN Radio, ESPN International, ESPN+ and ESPN Mobile; Radio Disney; and Freeform, as well as National TV Ad Sales for ABC’s eight owned local TV stations.