Burnett scoops 5m Disney brief

Walt Disney World (Florida) has moved its 5.3m full-service account from Saatchi & Saatchi and TMD Carat to Leo Burnett without a pitch.

Burnett has handled the account in the US for four years and has recently picked up the business in Argentina, Brazil, Mexico and Canada.

The UK moves are part of a consolidation of the Walt Disney World business.

The agency switch comes just as the Walt Disney subsidiary prepares to open its largest theme park in Florida – Animal Kingdom.

Walt Disney World is a 47 square mile complex in Orlando that includes four theme parks, three water parks, five golf courses and 16 hotels.

The UK is its largest single destination market with 1.2 million British tourists visiting the Orlando venue each year.

“We believe our business would be better served by a consolidation of these services within one agency,” says Walt Disney (UK) marketing director Stephen Park.

The launch of Animal Kingdom is part of a wider development in the Florida theme park business.

Disney’s main rival, Universal, is also investing in new sites and attractions, such as its CityWalk complex and the movie-inspired Twister.

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