• by David Goetzl  @dgoetzl, February 7, 2007

Walt Disney Co. CEO Bob Iger has stated his corporate priorities: promoting and building the Disney brand, along with ESPN and prime-time entertainment on ABC. He wants them extended to as many platforms as possible, supported by integrated, platform-neutral ad sales.

In that vein, sales for the full portfolio of kid- and family-focused Disney properties have been bundled under one roof, known as the Disney Media Advertising Sales and Marketing Group.

The move comes as the kids' upfront slowly launches.

The unit will sell the Disney Channel (which offers sponsorships, not spots), the newly re-launched Disney.com, and other Internet opportunities, along with a radio network and magazines, plus other outlets.

Tricia Wilber will head the group as executive vice president, reporting to Rich Ross, Disney Channel president; Steve Wadsworth, president of the Disney Internet Group; and Russell Hampton, president of Disney Publishing Worldwide.

Ross said the new unit is "now working in concert to deliver creative, customized and integrated marketing solutions to advertisers that are increasingly evolving away from the traditional media-buying model...We are confident we will best serve our clients and reach our consumers no matter what medium they are using."

While ESPN continues to increase its mission as "the worldwide leader in sports" and hit ABC shows, such as "Lost" and "Grey's Anatomy," are disseminated on iTunes, ABC.com and internationally, the Disney brand is receiving heightened focus as a draw for kids and tweens. It's also a brand that appeals to parents.

Wilber said the new unit, similar to the integrated sales efforts that ESPN/ABC Sports has employed for several years, "will better serve our clients ... seeking to invest in behavior-focused, multi-platform marketing solutions."