Disney appoints first brand chief as Iger focuses on core properties


The Walt Disney Company seeks to update its image.

On Thursday, the company named Asad Ayaz as its first-ever chief brand officer, a position that will require the Disney vet to create the company’s unique approach to marketing campaigns.

Frost’s appointment comes as Iger, who recently returned to the House of Mouse, begins revamping the company’s structure to put content production, streaming and marketing in the hands of creators. It also aims to cut costs by $5.5 billion. The company recently began its first wave of layoffs as it looks to cut 7,000 jobs this year.

Iger said he plans to cut back on Disney’s overall entertainment content while focusing on streaming.

On Wednesday, the company tapped Joe Early to take over the role of president of Disney Entertainment’s direct-to-consumer sales. He will replace Michael Paul as president of Hulu.

The new appointment also comes a week after Disney fired Marvel Entertainment president Ike Perlmutter. However, Perlmutter told the Wall Street Journal that he was fired for being too aggressive about cutting costs and clashing with creative directors.

Since 2018, Ayaz will continue as president of marketing for Walt Disney Studios, overseeing the studio’s films and television series, as well as Disney+ marketing and advertising.

“Asad is an exceptional creative leader who deeply understands what Disney means to millions of people around the world,” said CEO Bob Iger. “His assumption of the role is unique and important, especially as we celebrate our historic 100th anniversary, and I am confident that his strategic, operational and creative prowess, along with his deep passion for Disney, will make him an outstanding steward in our history.” , characters, brands and franchises”.

Ayaz previously worked on large-scale marketing projects for Disney. During his 18 years at the company, he developed and directed marketing campaigns for Star Wars: The Force Awakens, Black Panther and Avatar: The Last Airbender. It is responsible for marketing 13 of the 15 biggest box office debuts of all time, including the biggest global debut of all time: Avengers: Endgame, which grossed $1.2 billion in its first five days in theaters.

He will oversee the Disney100 campaign, which celebrates the company’s 100th anniversary.

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