Following information that Disney is absolutely integrating Hulu into Disney+, the corporate is now streamlining its streaming advertising and marketing.
At the moment, in a memo to employees, Alan Bergman and Dana Walden, Disney Leisure co-chairmen, introduced a number of government modifications, with each Asad Ayaz, Disney’s chief model officer, and Shannon Ryan, president of promoting for Disney Leisure Tv, taking up new obligations.
Based on the memo, Ayaz, a 20-year Disney veteran and a part of ADWEEK’s 2025 Advertising and marketing Vanguard, has been named president, Disney Leisure Advertising and marketing, with oversight of promoting groups throughout Disney Leisure. His duties will embody overseeing advertising and marketing for studios, tv, and streaming whereas persevering with oversight of brand name technique globally underneath CEO Bob Iger, together with main the corporate’s in-house artistic businesses throughout Disney Experiences and Disney Leisure.
Ayaz’s full title might be chief model officer, The Walt Disney Firm, and president, Disney Leisure Advertising and marketing. The exec will report back to Bergman and Walden, who famous within the memo that Ayaz’s twin function will “additional join all the corporate’s shopper touchpoints” and align its advertising and marketing strategy.
As well as, Ryan, a latest ADWEEK 50 recipient, will add direct-to-consumer to her remit, overseeing the built-in groups throughout Disney+ and Hulu whereas additionally main TV advertising and marketing. Ryan’s new title is president, DTC and Disney Leisure Tv Advertising and marketing. The manager will report back to Ayaz and stay on Walden’s management workforce.
Samantha Rosenberg, who has been main Disney+ advertising and marketing, and Barrie Gruner, who has been main Hulu advertising and marketing, will each report back to Ryan.
“Working as one cohesive DTC advertising and marketing workforce will allow us to talk to shoppers with larger effectivity and impression, and this new construction can even create a deeper connection and collaboration throughout all of our advertising and marketing efforts,” Bergman and Walden mentioned within the memo.
The corporate didn’t share any information of potential layoffs because of the restructuring. Disney not too long ago had lots of of layoffs throughout Disney Leisure in June, which Deadline mentioned included advertising and marketing for each movie and tv.
The restructuring comes following Iger’s announcement at a latest earnings name that Hulu might be folding into Disney+ to create a single streaming expertise in 2026. Disney first began integrating Hulu content material into Disney+ in 2023, with a extra sturdy model debuting in 2024.
Iger famous the only app would additionally present extra advertiser alternatives, because the group has the “probability to package deal” its properties “way more successfully.”
Along with the Hulu information, Disney is within the technique of debuting its new ESPN streaming service later this month, which can even be obtainable in a bundle with Fox’s upcoming Fox One streamer.
See the total memo from Alan Bergman and Dana Walden under:
Staff,
Disney Leisure is dwelling to an iconic and acclaimed assortment of storytelling manufacturers, and our advertising and marketing groups play a significant function in bringing the magic of Disney storytelling to audiences all over the world. As we proceed to scale our enterprise globally, we’d prefer to share an replace about the way forward for our advertising and marketing construction, significantly targeted on supporting the total integration of Hulu into Disney+ that Bob introduced throughout earnings final week.
To create a extra unified technique throughout streaming, movie, and tv, we’re realigning our advertising and marketing group to create one best-in-class Disney Leisure Advertising and marketing workforce underneath the management of Asad Ayaz, who will now report back to the each of us. Asad is a strategic chief with sharp artistic instincts who has been instrumental in driving high-impact campaigns at each the corporate and the Studio. As Chief Model Officer, TWDC, and President, Disney Leisure Advertising and marketing, he’ll now oversee advertising and marketing for our studios, tv, and streaming, whereas persevering with to drive model technique for the corporate underneath Bob Iger, together with main our in-house artistic businesses for Disney Experiences and Disney Leisure. This twin function will additional join all the corporate’s shopper touchpoints and align our advertising and marketing strategy.
Shannon Ryan will add DTC to her portfolio and oversee a newly built-in workforce throughout Disney+ and Hulu, whereas persevering with to steer advertising and marketing for tv content material. Shannon is a dynamic advertising and marketing chief with a confirmed observe report of crafting progressive campaigns that resonate with audiences and create breakout hits. As President, DTC and Disney Leisure Tv Advertising and marketing, she is going to now report back to Asad, whereas remaining on Dana’s management workforce. Barrie Gruner and Samantha Rosenberg will each report back to Shannon transferring ahead.
Working as one cohesive DTC advertising and marketing workforce will allow us to talk to shoppers with larger effectivity and impression, and this new construction can even create a deeper connection and collaboration throughout all of our advertising and marketing efforts. These modifications mirror our confidence within the distinctive expertise throughout our advertising and marketing group, and we’re excited for what’s forward. We’re grateful in your continued creativity, ardour, and partnership as we form the way forward for Disney Leisure collectively.
Alan & Dana
