Disney UK launches integrated sales/promotion operation

The team will be based in London. The aim is to provide a marketing or advertising partner with a single point of contact for across the many businesses of Disney, from Marvel and Disney/Pixar to Disney Channels and Disney Stores or theme parks.

Disney is involved in “no fewer than 39 industries worldwide,” according to Diego Lerner [pictured], president of Walt Disney Company EMEA – that ranges from parks and movies ant TV to music, food, concerts and live events. He said the new organisation would offer “a streamlined approach” for clients wanting to use opportunities across the Disney brands. “The ad sales and promotional offering is now comprehensive and not segmented,” he said.

Bobi Carley, commercial director for the UK and Ireland, noted that “We’re not reinventing the wheel, there are other integrated offerings. It’s the strength and uniqueness of our characters that makes us different.”

One case study presented at the launch of DIsneymedia+ was about HP ePrint working with Tron: Legacy across several platforms, from social media to outdoor advertising to store events and an experiential event in London’s South Bank.That campaign resulted in month-on-month sales growth of 36% in December 2010 and 60% in January 2011.

Simultaneously, the company has launched an online tool called Disneymedia+ Solutions, www.disneymediasolutions.co.uk.

Disney has previously launched similar operations in other markets.