By Michaela Gordoni
Disney has set out to merge its marketing efforts under a new centralized unit.
Asad Ayaz, who was promoted to president of Disney Entertainment Marketing in August, will lead the unit as the chief marketing and brand officer.
“Over more than two decades at the company – and as Disney’s first-ever Chief Brand Officer – Asad has helped bring the magic of Disney to life for millions through his exceptional leadership,” Disney CEO Bob Iger said in a statement. “As our businesses have evolved, it’s clear that we need a company-wide role that ensures brand consistency and allows consumers today to seamlessly interact with our wonderful products and experiences. The Chief Marketing and Brand Officer role is critical for this moment, and Asad is the perfect fit.”
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Disney says the new unit will leverage marketing teams across the company to create a more unified marketing strategy, the Wall Street Journal reported.
Ayaz will run marketing and brand strategy across the board at Disney. He’ll report to Iger.
“Asad is an exceptional creative leader with strong strategic and operational prowess and deep experience across Disney and its brands, and we are excited for what we will accomplish together as we strengthen the connection between Disney and audiences around the world,” said Disney Entertainment co-chairs Alan Bergman and Dana Walden; Disney Experiences chairman Josh D’Amaro; and ESPN chairman Jimmy Pitaro.
Ayaz joined Disney over 20 years ago and has led global marketing for Disney since 2018. Since then, Disney has had 18 movies cross the $1 billion mark at the global box office, The Hollywood Reporter said. He’s developed campaigns for Disney+’s series, such as THE MANDALORIAN, WANDAVISION and others. He created campaigns for D23’s global expansion, the Disney100 global celebration and Disneyland Resort’s 70th anniversary this year.
In August, Disney Entertainment co-chairs Alan Bergman and Dana Walden announced, “To create a more unified strategy across streaming, film, and television, we’re realigning our marketing organization to create one best-in-class Disney Entertainment Marketing team under the leadership of Asad Ayaz, who will now report to the both of us. Asad is a strategic leader with sharp creative instincts who has been instrumental in driving high-impact campaigns at both the company and the Studio.”
According to Walt Disney Info, the marketing merge could change how new attractions and announcements are made in the future. It could have clearer messaging and better times for release dates and attraction openings, which would result in more cohesive experiences for Disney fans. It should serve as an all-around benefit to Disney across its many brands.
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