Disney CEO admits it has not achieved the right ‘balance’ for marketing spend on Disney+
Niamh CarrollDisney has not yet figured out how to balance marketing spend across its streaming services in the way rival Netflix has, CEO Bob Iger admitted.
Major Disney investor warns of damage to brand value due to ‘unsustainable’ pricing
Michaela JeffersonThe 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 looks to build on festive success in ‘digital first’ push
Michaela JeffersonDisney hopes to drive further improvements in consumer sentiment, brand impact and media efficiency with its festive advertising campaign, after achieving strong results last year.
Disney is playing a bigger game in its box office battle with Scarlett Johansson
Mark RitsonBlack 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.
Disney+ makes play for older audiences as subscribers surge
Manny PhamPoised 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.
Coca-Cola crowned this year’s most effective Christmas ad
Sarah VizardThe 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.
Why Disney is drawing on ‘nostalgia and magic’ for its first Christmas brand campaign
Lucy TesserasMickey 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”.
Recommended reading: Tangoing tigers and streaming subscriptions
Matt BarkerMarketing Week reviews the latest books and blogs for marketers.
Disney joins This Girl Can for first branded content push
Molly FlemingSport England’s partnership marks the beginning of a new strategy to create more branded content as it aims to appeal to more women.
Disney hires Sky CMO to head up Disney+
Sarah VizardDisney 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 preps marketing blitz as it takes on Netflix in streaming
Sarah VizardDisney 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%.
Disney on in-housing, upskilling and creating more effective marketing
Ellen HammettFrom 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 shifts focus to put digital content at the heart of its brand partnerships
Leonie RoderickDisney is launching its own digital ad network as it looks to “monetise content that hasn’t been monetised in the past”.
Disney prioritises ‘audience centricity’ in commercial overhaul
Leonie RoderickThe media giant says it is changing its sales and partnerships strategy to become more linked up and have a “broader offering” across its different brands.
Aviva and Tesco issue ‘call to arms’ to do more for mums
Charlotte RogersBoth companies missed out on Mumsnet’s list of the 10 brands mums love, which has encouraged them to reflect on what more they can do to connect.