• by Wayne Friedman , 9 hours ago

Walt Disney is starting a new “enterprise marketing and brand organization” -- an effort to link marketing teams across all businesses including film, linear TV, streaming and theme parks, as well as ESPN.

Disney marketing veteran Asad Ayaz has been named chief marketing/brand officer leading the group.

The top-level marketing group will connect marketing teams in an effort to reach and expand audiences, elevate those business campaigns, and advance “business goals of each segment and the company as a whole.”

“As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency," says Disney CEO Bob Iger, adding that the new effort will enable consumers to seamlessly interact with the company's products and experiences.

For the last eight years, Ayaz has been president of marketing for The Walt Disney Studios, leading marketing for the company’s streaming platform Disney+. He has served as chief brand officer for the company since 2023, overseeing company-wide brand efforts, alliances and events.

Walt Disney was the top movie studio globally in 2025 with $6.5 billion in box-office ticket sales. Walt Disney spent $165.9 million on national TV advertising for its theatrical movies -- up 36% from 2024, according to estimates from EDO Ad EnGage.

Warner Bros. was next ($4.4 billion), followed by Universal Pictures ($3.9 billion).

Three movies crossed the billion-dollar level globally: “Zootopia 2”, “Lilo & Stitch,” and “Avatar: Fire and Ash.” Disney earned $2.9 billion in domestic theatrical revenue in 2025.

Walt Disney’s advertising spend for its parks and resorts in 2025 was 2% higher than the year before at an estimated $82.4 million, according to EDO.

For its 2025 fiscal year, ending in November 2025, revenue for its "Experiences" group -- consumer products, and global parks and experiences (including Disney Cruise Lines) -- was up 6% to $36.2 billion.