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Gen-Z Parents Opps: Walt Disney Studios promotes two VPs (Score 33)

Mickey wizard hats as I provide more details.

WDS's spend tends to spike ahead of movie releases, so check out a list of the movies it will launch throughout the rest of 2021 here.

According to Pathmatics, WDS's home entertainment segment has spent roughly $429.9k on digital ads YTD, down only slightly (12%) from the roughly $491.2k it spent within the same 2020 timeframe. The brand's estimated full-year 2020 spend dropped by 15% to $1.7m from that of $2m in 2019. So far this year, it has earned around 61.1m digital impressions via Facebook (57%), Instagram (43%) and desktop display (1%) ads.

As you can tell from this focus on Facebook and Instagram advertising, WDS's traditionally parent-oriented target demographic currently consists primarily of Gen-Z. To reach this audience, it may make forays into additional digital channels such as podcast and/or OTT. Kantar data reports that the brand also invests in OOH, print (newspapers) and local broadcast. As I briefly mentioned, its spend will likely pick back up under its newly promoted DMs; however, in the meantime, I suggest sellers focus on offering ways to help optimize WDS's generally declining ad spend.

Agency & martech readers - DM promotions, especially those of people who aren't in brands' top marketing roles, don't always lead to agency reviews. It certainly wouldn't hurt to reach out to remain top-of-mind just in case, though. To the best of our knowledge, your competition will include Moroch Partners (creative and PR), along with an in-house creative team. If WDS's leadership is content with these agency partnerships, you'll have the best luck offering digital analytics and/or social media management services.