Summer EVCOM: Brand partnerships key to Disney's success

Strategic brand partnerships are key to connecting with consumers, according to Disney Disneymedia+ commercial director Bobi Carley, who spoke at Summer EVCOM yesterday (17 September).

Disney Disneymedia+ commercial director Bobi Carley
Disney Disneymedia+ commercial director Bobi Carley

Addressing 100 delegates at the event at Olympia London, Carley talked about the importance of strategic brand partnerships and discussed the company's recent collaborations with brands including Sky, British Airways and the government's Change 4 Life campaign.

Disney first partnered with Sky to promote a short Toy Story film while simultaneously promoting Sky's super fast broadband.

It also collaborated with British Airways alongside the launch of Pixar animated film Planes.

Disney has started to enter the wellbeing space, which is why it began working with the government's Change 4 Life campaign to get children exercising.

Carley said: "Disney has a deliberate strategy on how it connects with consumers throughout their lives. Brand partnerships create so much more value for both partners. It can enrich the consumer experience and maximize exposure for both sides. It can be difficult but the most important thing is to make sure that the people involved are collaborators."

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