Disney Consumer Products has appointed 141, the Cordiant-owned through-the-line advertising agency, to handle the negotiating rights for its third-party promotions across the whole portfolio of Disney characters.
This is the first time Disney has appointed an agency to have sole negotiating rights for third-party promotions.
The company already has long-term relationships with McDonalds, Nestlé and Coca-Cola. These were set up in house and remain unaffected by 141’s appointment.
However, Disney is looking for new partners in areas where it does not already have an existing, exclusive partnership. The company has appointed the agency to set up opportunities in new areas.
These areas include financial services, the motor industry, household goods and petrol. The company is aiming to set up either short-term or long-term deals with new partners.
The agency was appointed after pitching against four, undisclosed agencies.
Mike Brown, senior manager of Disney Consumer Products, says: “We saw some very well-thought-through pitches, but the decision to appoint 141 was unanimous. The team answered the brief exactly.”
In a separate move, sales promotion agency Marketing Drive has been appointed to create all Disney’s in-store retail sales promotion and point-of-sale material.