• by Wayne Friedman , April 6, 2023

Walt Disney has named 18-year veteran Asad Ayaz as its first-ever Chief Brand Officer.

Ayaz will head up “elevating” the Disney brand globally across all the company’s platforms and consumer experiences. He will also continue in his role as president of marketing of The Walt Disney Studios, where he oversees all marketing and publicity for the Studios’ films and series as well as for Disney+ globally.

Ayaz will report to Disney Entertainment Co-Chairman Alan Bergman.

The company says Ayaz will develop “holistic” brand-marketing campaigns through the company’s content and experiences as well as through external partnerships, and will align tjese with Disney’s digital and social-media strategy and presence.

Since returning to Disney as chief executive officer, Bob Iger has been making many senior executive-level changes. His main focus has been to restore the creative process and place control back in the hands of Disney creators.

With regard to Ayaz being named to the position, Iger said in a release: “His taking on this role is particularly noteworthy and consequential as we commemorate our historic 100th anniversary, and I am confident that his strategic, operational, and creative prowess, along with his profound passion for Disney, will make him an outstanding steward of our stories, characters, brands, and franchises.”

Ayaz has been in the current position since 2018, overseeing all marketing for films and series for Disney, Walt Disney Animation Studios, Pixar Animation Studios, Marvel Studios, Lucasfilm, and 20th Century Studios. This includes heading up strategy, creative advertising, media, digital, research, special events, promotions, international marketing, publicity, and synergy.

Ayaz has led the campaigns for the most-watched films on Disney+ and Hulu, and 13 of the top 15 box-office debuts of all time.

In 2022, Disney’s 20th Century Fox spent $84.7 million in national TV advertising: For its Marvel Entertainment, it spent $61.2 million; Disney Pixar, $29.0 million; Walt Disney Animation, $20.7 million; and Walt Disney Pictures, $1.0 million, according to iSpot.tv.

Through three months of this year so far, Marvel Entertainment has spent at $36.8 million, while 20th Century Studios has spent $5.9 million and Disney Pixar, $1 million.