Walt Disney Co. further realigned its ad sales efforts, noting that it would work to position its sales teams to have “a deeper level of advisory relationships with marketers” as Madison Avenue increasingly puts new emphasis on all forms of video, not just TV, as a means of reaching consumers.
Disney earlier this month combined ESPN and ABC ad sales for the first time, naming Rita Ferro to oversee all outreach to marketers. She will oversee efforts to win ad support for the company’s entertainment, sports, news and kids linear and digital TV and radio businesses – giving her oversight of everything from TV ads on ABC to video and banner units on ESPN Mobile.
“Combining world class sales teams from across the company will result in a more efficient and effective way for our clients to do business with us. Further, our focus on deeper, data-driven understanding of our clients’ businesses and media strategies will enable us to continue helping our clients maximize the value of their marketing spend and grow their businesses through our robust portfolio of platforms,” said Ferro, president of Disney ad sales, in a statement. “I am confident that our renewed vision and the resulting structure positions our current offerings for maximum growth as our business and the marketplace continue to evolve.
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Ferro said ad sales will be led by six senior vice presidents, each reporting to her. Patricia Betron, Marco Forte, Flora McKiernan, Andrew Messina, Wendell Scott, and Jeremiah Tachna will manage account teams organized under specific industry verticals, as well as dedicated agency teams. Adam Monaco will oversee national TV sales for the company’s eight ABC-owned local TV stations.
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