Pre-Upfront Moves: Disney Advertising Sales Makes Senior Exec Promotions

Just weeks before the upfront TV advertising market is to begin, Disney Advertising Sales has made some senior-level executive changes.

Adam Monaco has been named EVP of Disney Advertising Sales, reporting to Rita Ferro, president of Disney Advertising Sales.

Monaco will head up ad category, media agency, local and political sales for a range of Disney TV/digital content -- news, sports, kids linear and digital TV ad-supported streaming businesses.

Previously, he had been senior vice president of Disney Advertising Sales Local.

Those promoted who will report to Monaco include: Jennifer Donohue to senior vice president of Disney Advertising Sales Local and Becca Vodnoy, senior vice president of Disney Advertising Sales. Donohue had been vice president, linear and addressable strategy. Vodnoy had been vice president, sales.

Lauren Benedict has been promoted to senior vice president of addressable sales. Benedict had been vice president, addressable sales of Hulu Ad Sales. Danielle Brown has been named senior vice president/data enablement and category strategy. Brown was vice president/multimedia sales of Disney Advertising Sales.



Benedict and Brown will report to Lisa Valentino, executive vice president of client solutions and addressable enablement.

Last month, during the Disney Tech Showcase, Valentino said Disney's new way of doing business will be “optimizable in real-time through our programmatic offerings.” That campaign will be data-enabled with targeting “built on Disney’s audience graph that can be complemented with marketers' own data.”

Disney expects 80% higher programmatic revenue in 2021, forecasting programmatic sales will be up to 50% of Disney’s addressable and linear TV revenue by 2024.

Over the past year, Disney Advertising Sales has seen 1,000 net new clients buying across the Disney Platform via programmatic business.

New hires include Christina Carey Dunleavy, who will be vice president of commercial operations, Disney CreativeWorks and Multicultural at a newly created Multicultural Solutions Division and Ray Warren, who will be director, multicultural solutions, reporting to Dunleavy.

Dunleavy previously had been vice president of portfolio integrated marketing & partnerships at Discovery Inc. Warren was founder-CEO of Warren Marketing & Media Solutions.

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