Instead of its traditional upfront presentation, this year The Walt Disney Company will present a “virtual roadshow,” which is going to be a 30-minute video showcasing Disney talent, content executives and other compilations, in order to communicate agencies and clients its proposition for the upcoming year.
Each agency will receive custom presentations, anticipated Rita Ferro, President of Advertising Sales and Partnerships at The Walt Disney Company. “We wanted to create a much more customized experience considering we won’t be there in person,” she said.
Ferro also commented that the company hosted its development presentation in Los Angeles right before employees started working from home. However, after recording the presentation, they found that people did not engage with it in the same way. “It felt very generic. People don’t engage the same, they only watch a piece of it. Part of the learnings from it were if we were going to do some sort of streamed presentation, it needed to feel relevant to them and customized,” she pointed.
The presentations will kick off on May 26, and each holding company and their clients will have their own appointment. There will also be one presentation for brands that buy directly and smaller agencies. A part of the presentation will be taped, and Ferro and her team will be on live during the video.
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