Disney CFO Hugh Johnson told investors that the growth in consumption and popularity of its offerings gave it the “pricing leverage” needed to make its streaming business profitable.
To get UK audiences into cinemas for blockbuster releases like Deadpool & Wolverine, Disney UK is investing in brand collaborations to ensure it is relevant and front of mind.
Disney has not yet figured out how to balance marketing spend across its streaming services in the way rival Netflix has, CEO Bob Iger admitted.
The founder of investment firm Trian Partners has said Disney is in “crisis”, calling for major changes at the media giant and a seat on its board.
Disney hopes to drive further improvements in consumer sentiment, brand impact and media efficiency with its festive advertising campaign, after achieving strong results last year.
Black Widow’s release on Disney+ alongside cinemas hit the film’s box office revenues, but what Disney wants is proximity to the consumer and the insight that comes with it.
Poised to bring its Star general entertainment brand to the UK, Disney is readying a suite of original content to satisfy its growing 95 million-strong subscriber base.
The combination of the nostalgia-tinged ‘Holidays Are Coming’ and its “heart-warming” ‘The Letter’ ad combined to make Coca-Cola the most effective advertiser in a year when brands found a number of ways to create effective marketing despite the pandemic.
Mickey Mouse takes centre stage in Disney’s first festive campaign, which aims to get the brand and commercial aspects “working in tandem to drive engagement”.
Marketing Week reviews the latest books and blogs for marketers.
Sport England’s partnership marks the beginning of a new strategy to create more branded content as it aims to appeal to more women.
Disney is ramping up focus on its new subscription service Disney+ by hiring Sky’s former CMO to head its direct-to-consumer business in Europe.
Disney is to treat the launch of Disney+ as its “most important” in 15 years, with a “comprehensive” marketing plan that aims to take awareness above 90%.
From doing more things in-house to upskilling employees, the world’s largest entertainment organisation wants to make sure it can be more than just a media partner to brands.
Disney is launching its own digital ad network as it looks to “monetise content that hasn’t been monetised in the past”.