Disney tipped to call for global media review with APAC region involved

Disney has been tipped to conduct a review of its global media account, including Asia Pacific. Marketing understands from sources that the review is still in its initial stages and the focus areas and markets have yet to be revealed. The incumbent media agency for Disney Studios Southeast Asia is Dentsu Media.

Appointed in December 2015, the regional account was held by Dentsu Möbius, which was tasked to provide strategy and creative planning, regional coordination and alignment, media planning, buying, and reporting for digital, ATL and on-ground execution. Alex Baillie, then head of studio marketing, The Walt Disney Company SEA previously said Dentsu Möbius was picked for its deep understanding of the markets in the region and media landscapes. Baillie has since moved on to the role of VP marketing and retail, APAC/Middle East.

Disney has undergone several changes in recent years. In April, it unveiled a new the direct-to-consumer and international (DTCI) Asia Pacific leadership team to align with its focus on “building deeply local businesses”. As part of the restructure, Disney’s country head for Singapore and Malaysia, Amit Malhotra, is leading emerging markets and content sales for Asia Pacific except North Asia. Meanwhile, Zubin Gandevia, president, Asia Pacific and Middle East, exited the company.

It came a few months after the DTCI segment restructured its consolidated international business units in December last year as part of the integration planning for the acquisition of FOX. The completion of the acquisition sees DTCI’s international operating structure and executive management include Asia Pacific, Latin America and Europe, Middle East and Africa.

Disney also acquired Twenty-First Century Fox for US$71.3 billion. The businesses acquired include 21st Century Fox’s film production businesses, including Twentieth Century Fox, Fox Searchlight Pictures and Fox 2000 Pictures; Fox’s television creative units, Twentieth Century Fox Television, FX Productions and Fox21; FX Networks; National Geographic Partners; Fox Sports Regional Networks; Fox Networks Group International; Star India; and Fox’s interests in Hulu, Sky plc, and Tata Sky.

The deal increased Disney’s international footprint and expanded the content and distribution for its direct-to-consumer offerings, which include ESPN+ for sports fans; Disney+, and its ownership stake in Hulu. As a result of the acquisition, Disney will hold a controlling stake in Hulu.

In May 2018, Disney Digital Network also unveiled a free, over-the-top video app targeted at Millennials known as “Oh My Disney app”. It features short-form programming from Oh My Disney, the company’s editorial arm and social content, as well as DDN’s editorial voices. Besides the app, DDN launched Disney Eats, an online channel and editorial site targeting families. Disney Eats features content, including videos, from DDN editorial voices and food influencers. This is part of the slew of series and digital programmes that DDN has unveiled, such as Disney Eats x Tastemade and a Facebook Watch show titled Disney Style, among others.

Simultaneously, The Walt Disney Company partnered with Twitter to create live content and advertising opportunities across the entire Disney portfolio on the platform. These include ESPN, ABC, Disney Digital Network, Walt Disney Studios Motion Pictures, Radio Disney and Marvel, to name a few.