8 months ago
Disney's New Chief Brand Officer Aims to Revive Company's Image
Disney has had a tough year with controversies, but a new leader named Asad Ayaz is trying to make people love Disney again.
He's in charge of a big holiday campaign called 'Best Christmas Ever' that has been very popular.
Ayaz has worked at Disney for a long time and is really good at marketing.
He wants to make sure Disney is known for fun and happy things, not politics.
He's also planning big events for the future, like celebrating Mickey Mouse's 100th birthday.
Ayaz is from Pakistan and moved to the U.S. when he was younger.
He loves Disney so much that his office is full of Disney toys, and he even wears Marvel shirts to the gym!
Asad Ayaz, Disney's first-ever chief brand officer, is leading a 'Best Christmas Ever' campaign to depoliticize the company and associate it with feel-good Americana.
The campaign includes an online video with over 34 million views and an animated Times Square billboard.
Ayaz has risen from Disney's DVD business to become one of the company's most influential leaders, known for his data-driven approach and relationships with key creative talent.
He has helped launch Disney+ and oversees marketing for Disney movies, television series, and corporate branding.
Ayaz is planning events for America's 250th anniversary and Mickey Mouse's 100th birthday in 2028.
- Who
- Asad Ayaz, Disney's first-ever chief brand officer
- What
- A campaign to depoliticize Disney and associate it with feel-good Americana
- Where
- The campaign includes online videos and a Times Square billboard
- When
- The campaign is ongoing, with a focus on the holidays
- Why
- To restore Disney's image and make it appealing to a divided nation
Key facts
- Asad Ayaz
- Disney's first-ever chief brand officer
- Best Christmas Ever
- Campaign featuring online video and Times Square billboard
- Video Views
- Over 34 million
- Bob Iger
- Former Disney CEO who initially resisted the chief brand officer role
- Asad Ayaz's Background
- Raised in Pakistan, immigrated to the U.S., joined Disney in 2005
- Key Relationships
- Built trust with Marvel's Kevin Feige and director J.J. Abrams
- Disney+ Launch
- Ayaz helped launch Disney's streaming service
- Upcoming Celebrations
- Planning events for America's 250th anniversary and Mickey Mouse's 100th birthday
Quotes
Kevin Mayer
Media executive and former head of Disney's streaming services
“Asad is so good that he overcame a really substantial reluctance on the part of Bob to have a chief brand officer.”
livemint.com
“More so than many Disney executives, he lets you know what he thinks and doesn’t try to be overly diplomatic.”
livemint.com
Bob Iger
Former CEO of Disney
“Asad is an exceptional leader. He ensures we are managing our brand effectively around the world.”
livemint.com
Ricky Strauss
Former head of movie marketing at Disney and Ayaz's boss
“He truly loves this stuff.”
livemint.com
Anthony Russo
Director of Marvel mega-movie 'Avengers: Doomsday'
“He’s just quietly observing and then later he presents material and it demonstrates he was really paying attention.”
livemint.com
Rich Ross
Former chairman of Walt Disney Studios
“Everyone thought Ike was crazy, but Asad was like, ‘I’m running marketing and I need him on my side.’”
livemint.com
J.J. Abrams
Director and collaborator with Ayaz on 'The Force Awakens'
“I remember walking into multiple rooms filled with potential posters, all presented in the spirit of, ‘Let’s talk about these.’ People in his position who are less confident hold their cards close to the vest and don’t engage with filmmakers like that.”
livemint.com
Sources
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