Rita Ferro: Last News

Brian Steinberg Senior TV EditorAfter mounting glitzy presentations to advertisers at a stately Lincoln Center auditorium for decades as part of the TV industry’s annual upfronts, Disney now plans a big break with Madison Avenue tradition.The owner of ABC, ESPN and Hulu intends to ask advertisers and buyers to convene at a new, as-yet-undisclosed location where executives can interact with the company’s entire media portfolio in a more hands-on way, says Rita Ferro, president of Disney Advertising Sales.“We need to modernize our presentation and how we show up,” Ferro told Variety.

Brian Steinberg Senior TV EditorMadison Avenue’s interest in digital ads, sports and new concepts tied to bolstering messages of diversity helped Disney close a fast-paced upfront that saw more than 40% of total dollars committed to the company go to streaming and interactive venues, the latest sign of how advertisers are working differently with some of the nation’s most traditional media companies.“We led with streaming this year.

Disney’s upfront  kicked off with a glitch .

Brian Steinberg Senior TV EditorAdam Monaco was elevated to executive vice president at Disney Advertising Sales, part of a series of new appointments made under the unit’s president, Rita Ferro.Monaco, previously a senior vice president, will lead most sales for Disney’s news, sports and linear and streaming kids operations.

Dade Hayes Finance EditorThe technology group inside Disney’s Direct-to-Consumer and International division is combining ad-tech operations into a single team to be led by Hulu vet Jeremy Helfand.Streaming has become a top priority for the media company, especially in recent months as COVID-19 boosted streaming and wreaked havoc on theme parks, theatrical moviegoing and sports.The Advertising Platforms team matches the unified structure of Disney Advertising Sales, which encompasses Hulu as well as broadcast, cable and digital platforms under the oversight of Rita Ferro.

Brian Steinberg Senior TV EditorWhile some other TV companies are trying to get advertisers to spend on the programs they may or may not have in the fall, Walt Disney hopes to interest sponsors in what it can do for them no matter what happens in the near future.The company has in recent days been making presentations to advertisers and media buyers that not only talk about opportunities that may arrive should production and live sports resume in coming weeks, but also what Disney has been able to do for clients as the nation has been strangled by the effects of the coronavirus pandemic.“Things are a little bit different now, and you have to show that,” says Rita Ferro, president of Disney Advertising Sales, in an interview.

The Walt Disney Co. keeps reworking its organizational structure following the departure of Kevin Mayer and elevations of Rebecca Campbell and Josh D'Amaro.