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Marketing Matters


Inset: The Disney themeparks and other local events help position Disney as a family treat.


Evolution of Disney A


The


s part of an organisational redesign, The Walt Disney Company has evolved the way it looks after its


franchises, with each key property now being


run as individual businesses. This new philosophy and approach has allowed Disney to become more focused, developing strategic business plans to support and drive each of its key brands. The reorganisation has also changed the


way the company communicates with consumers, as chief marketing officer, EMEA, Anna Hill explained: “We know that our consumers have great affinity to certain properties, now that we are focused on plans around individual properties we can provide our guests with a more comprehensive property focused offering, marketing plays a critical role in communicating the breadth in a singular voice.” Each property now has just one core business plan covering all long-term goals and objectives, core target audiences, content needs, product plans, distribution strategy – and of course, sales and marketing strategies. All parts of the business will work to this plan, allowing Disney to create increasingly compelling solutions. As Anna explained, “the new approach


means that when a movie comes out, we make sure we present all relevant content


Right: Increased interest during the release of The Avengers DVD saw increased sales across the entire franchise.


A SPECIAL MAX PUBLISHING © Disney 113 disney PUBLICATION 2013


The richness of Disney's portfolio is undoubtedly one of its greatest strengths – but its philosophy is what really sets it apart. A refreshed franchise management strategy forms part of this new holistic approach, making it vital that all areas across the business are talking with the same voice.


Right: Anna Hill, chief marketing officer, EMEA.


around that movie to our guests, whether that be toys, video games, apps, TV series, related DVD material, making our marketing more efficient and our message more compelling for that loyal fan.” Tying up all the key messages at the end of that process means that marketing drives much of the decision-making process behind the scenes as well. “As a multi- media brand, we are able to utilise all of our content platforms and channels to speak to our audience. By leveraging that opportunity and ensuring the message is consistent we are able to increase the strength of each individual brand.” According to Anna, this need to drive the


programme from both ends is what puts marketing right at the heart of the


company. It means that whether a department is creating product or working with retailers on sales plans, it has the support of the entire organisation behind it. “If we need to produce more content to support a franchise or drive interest for a certain time period then we can do that. We know that as a result of this our franchises will grow and we will create new brands,” she said.


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