Disney has unveiled a new marketing division, Disney Media+ to leverage its brand properties through commercial partnerships. The London-based division will serve as a single point of contact between potential brand partners and all areas of the Disney business to develop integrated marketing plans across multiple platforms.
Disney outlined three major opportunities for brand partnerships through Media+, including the relaunch of its Muppets franchise in 2012, the rebrand of its children’s TV channel Disney Playhouse, which will become Disney Junior later this year, and its recently acquired Marvel comics brands, which Christie-Miller said gives Disney an “alternative to the standard way of talking to men”.
As part of Disney Media+, it will launch on online tool to help potential brand partners identify relevant Disney brands and platforms to reach their target audience.
Diego Lerner, president of Disney EMEA, said the Media+ venture has already proved its worth in other markets, such as Brazil, and provides a comprehensive way for brands to connect with hard to reach audiences.