Disney Revamps All Its Advertising Businesses, Impacts TV Networks And Digital Properties

Walt Disney is revamping its entire advertising sales activities for a new integrated organization.

Under its new advertising group -- recently formed under Rita Ferro, president of Disney Advertising Sales -- the restructure will affect the entire company’s entertainment, sports, news and kids linear and digital TV and radio businesses. That includes ESPN and Disney-ABC properties, as well Disney's mobile, social and digital portfolio and national ad sales for ABC’s eight owned local TV stations.

The integrated ad sales organization will be structured into three areas: sales, client and brand solutions, and revenue and operations.

The sales group will be led by six senior vice presidents, advertising sales, reporting to Ferro: Patricia Betron, Marco Forte, Flora McKiernan, Andrew Messina, Wendell Scott, and Jeremiah Tachna. They will be responsible for managing account teams under specific industries, as well as managing dedicated agency teams.

The client/brand solutions team will be responsible for providing clients insights to help grow their businesses, as well as creative solutions for storytelling capabilities for marketers.



Four teams within the group will report to Ferro. Leading each team will be: Wanda Young, senior vice president, client solutions of insights/creative; Sean Hanrahan, senior vice president, sports brand solutions; Jerry Daniello, senior vice president, entertainment brand solutions; and Zach Chapman, vice president, International Alliances.

For revenue and operations, Laura Nathanson, will lead this group as executive vice president-revenue and operations, responsible for optimizing and managing business opportunities. Key executives in this unit will include Doug Hochstadt, Travis Howe, James Minnich, Laura Nelson and James Vanderhoef.

In addition, Josh Mattison, vice president, business operations, will report to Ferro.

Disney Advertising Sales exists under Disney’s new direct-to-consumer and international business.

This unit is responsible for direct-to-consumer businesses -- including the ESPN+ premium sports streaming service; an upcoming Disney-branded direct-to-consumer streaming service; and the Disney’s ownership stake in Hulu.

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