DISNEY ADVERTISING AMPLIFIES INCLUSION VISION IN FOUR CONTENT DEVELOPMENT AGREEMENTS
The overall deals position Disney Advertising as a strategic distribution partner for COCINA, equalpride, Group Black, and UnitedMasters
NEW YORK – Building upon its vision for a more inclusive and equitable future, Disney Advertising is working with leading diverse-owned media companies COCINA, a unit of the parent company MECENAS Media; equalpride; Group Black; and UnitedMasters, Inc., parent company of creative agency Translation. As part of these deals, each respective company will develop custom short- or long-form branded content for advertisers, anchored in amplifying various dimensions of diversity and culture.
“In 2021, we took a stand and asked that all of our Upfront deals have specific inclusion commitments. Now in year three, we are still delivering on our intention in the way we collaborate with brands – 365 days a year.” said John Campbell, SVP, Client Partnerships, Disney Advertising. “These collaborations are a natural extension of our ongoing commitment to reflect the diversity of our audience, the workforce, and the world in which we do business and are part of our multifaceted, long-term approach to intentionally and authentically reach our viewers.”
Disney‘s long-standing leadership and commitment to inclusion underscores the foundation of these collaborations. These agreements build on Disney‘s position pioneering more authentic ways for brands to reach diverse audiences. Through these collaborations, diverse-owned media and creators access the critical scale they need in the marketplace. The collaborations will center on the strategic value alignment of opportunities across Disney Advertising, our partners, and brands to ensure the highest business outcomes for all parties.
The breadth of Disney’s portfolio will help bolster and support content distribution across all screens. From short-form video to long-form and more, Disney is dedicated to providing the space and access to diverse-owned media and creators to drive tune-in and attention to their branded content. Disney Advertising will continue its ongoing investment in building an equitable and inclusive future through further development of these relationships by collaborating on strategic initiatives that will drive impact and systemic change.
About Disney Advertising
Disney Advertising builds relationships between brands and audiences with the imagination and innovation that has defined The Walt Disney Company for nearly 100 years by leveraging the most advanced ad portfolio powered by technology and data to drive outcomes and impact for clients. Disney Advertising is committed to the evolution of the global media ecosystem by prioritizing Diversity, Equity, and Inclusion as a business imperative, and as a key to greater representation in storytelling.
About Mecenas Media | COCINA
MECENAS Media, a full-stack media company, is the parent company to COCINA, a minority owned and operated and ANA certified diverse supplier media company co-founded by MasterChef’s co-star Aarón Sánchez, uplifting Hispanic culture. MECENAS is also home to Gamergy, the US edition of the world’s largest International Esports and Gaming Festival, as well as STARPICKS, a new personalized free content streaming platform. MECENAS’ owned media unit and publishers network reach over 25 million US Hispanics online monthly and engage a global multicultural audience of more than 75M+ devices monthly, and its full-service production studio creates superior storytelling that brings brands and content together. Visit MECENAS.Media.com for more information.
equalpride is the leading certified LGBTQ+ owned & operated media, digital, social, TV, print and entertainment company in the country. equalpride’s mission is to provide content of inspiration, hope, community, equality and love through its platforms that reach a vast majority of the American LGBTQ+ audience every month and increasingly women and people of color, which make up 50% and 25% of its monthly audience, respectively. equalpride is a diverse community of storytellers, innovators, and influencers who believe in giving a voice to all people! Its portfolio includes some of the world’s most prestigious LGBTQ+ brands: Out, The Advocate, Out Traveler, Plus, PRIDE.COM, and the all-new Advocate Channel.
About Group Black
Group Black is where culture calls home. Group Black is building the largest collective of Black-owned media and diverse creators and is supporting their development by actively deepening the pipeline of media dollars allocated to Black-owned media businesses and facilitating investment in that media and those creators. It is composed of two divisions, Group Black Media and Group Black Ventures, with the simple mission to dramatically transform the face of media investment and ownership. Group Black seeks to connect a diverse generation seeking content and experiences that are reflective of their identity.
About UnitedMasters Inc.
Founded by legendary music executive and advertising pioneer Steve Stoute, UnitedMasters Inc. is the holding company comprising the world’s most culturally influential creative agency, Translation, and the leading software and services platform for independent creators, UnitedMasters. UnitedMasters acts as the operating system for a new independent creative class enabling ownership, exposure, and new paths for financial return — getting artists’ music on TV shows, movies, commercials, video games, and more. Translation defines how brands leverage culture through creative storytelling, positioning them for new chapters of seismic growth. Backed by Alphabet, Andreessen Horowitz, and Apple, UnitedMasters, Inc. is reimagining how brands and artists tell their stories, create value, and push culture forward.