Disney unveils Media+ marketing division

Disney has unveiled its new marketing division Disneymedia+ to increase the number of commercial deals between the TV shows, films and characters it owns and brands.

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The London-based division, as previously revealed by Marketing Week last month, will serve as a single point of contact between potential brand partners and all areas of the Disney business to develop integrated marketing plans across multiple platforms.

Potential brand tie ups could be with car, laundry, toothpaste or technology brands, says Tom Christie-Miller, Disney chief marketing officer. Although he would not be drawn on specific brands Disney is in talks with, he says that there are “non stop opportunities”.

Disney outlined three major opportunities for brand partnerships through Media+ including the relaunch of its Muppets franchise in 2012, the rebrand of its children’s TV channel Disney Playhouse, which will become Disney Junior later this year and its recently acquired Marvel comics brands, which Christie -Miller says gives Disney an “alternative to the standard way of talking to men”.

Disney is also looking for brand partners to sponsor the launch of a series of UK Disney Parades and says it will only launch when the right brand partner is found.

As part of Disneymedia+, it will launch on online tool to help potential brand partners identify relevant Disney brands and platforms to reach their target audience.

Diego Lerner, president of Disney EMEA, says the Disneymedia+ venture has already proved its worth in other global markets such as Brazil and provides a comprehensive way for brands to reach hard to reach audiences.

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