Following up on efforts to push its major brand and advertisers into minority focused TV content, Disney Advertiser Sales has started a Disney Accelerator Program. The effort helps minority-led/minority-owned TV consumer brands.
The program will offer 10 minority businesses advertising strategies, creative consultation and advertising opportunities.
Two initial brands include Glow Recipe, which makes natural, fruit-powered skincare, and CAVO, a San Francisco maker of non-toxic, vegan soy candles.
Disney says this follows its commitment made during the recent Disney-ABC upfront virtual presentation, where all its upfront advertising clients would be expected to commit advertising dollars into specific “diverse stories” of Disney content.
During the effect, Rita Ferro, president of Disney Ad Sales, said Disney channels, including ABC, FX and Freeform, have all been increasing these stories onscreen.
“For us, this is not about checking a box -- it’s part of our mission and purpose and
foundational about who we are,” Ferro said.
“Today, we are debuting new inclusion opportunities across all of our brands, and we are asking everyone to be part of this,” she said. ”For this upfront, we expect everydeal to have multicultural commitments.”
Disney says with the Accelerator Program, brands will collaborate with Disney CreativeWorks team to develop content.