Ever since Bob Iger returned as the CEO of The Walt Disney Company, we’ve seen quite a few personnel changes.
©Disney
Executives were laid off, projects were shelved and departments eliminated, and Iger has even announced a restructuring of the company as a whole. But in the middle of 7000 job cuts, Iger has revealed a promotion for a current employee into a brand-new position.
Deadline reports that Walt Disney Studios President of Marketing and 18-year studio vet, Asad Ayaz has been promoted to become the first-ever Chief Brand Officer of The Walt Disney Company. Iger announced the news, and Deadline shared that “Ayaz will be responsible for stewarding and elevating the Disney brand globally across the entire ecosystem of company touchpoints and consumer experiences.”
©Disney
The goal of the Chief Brand Officer will be to develop marketing campaigns for the entire Walt Disney Company, highlighting the brand through partnerships, while also guiding the brand’s social media presence. One key initiative will be spearheading the Disney100 campaign for Disney’s 100th Anniversary. Asad Ayaz helped develop the Disney100 commercial that aired during the Super Bowl, as well as the new celebration logo.
Disney 100 Logo At D23 Expo
And we’ll admit that some of the Disney100 promotional materials have taken us on a WILD ride, emotionally speaking. Tell us you didn’t watch this Super Bowl special look with tears in your eyes! (Well played, Ayaz. We see you!)
In the past, Ayaz has worked on marketing for the Marvel Cinematic Universe, Pixar, and Lucasfilm franchises. And even though this new role has been created, Ayaz will continue to work as the President of Marketing. In that field, he reports to Disney Entertainment Co-Chairman Alan Bergman.
“Asad is an exceptional creative leader with a deep understanding of what Disney means to millions of people around the world,” Iger said. “His taking on this role is particularly noteworthy and consequential as we commemorate our historic 100th anniversary, and I am confident that his strategic, operational, and creative prowess, along with his profound passion for Disney, will make him an outstanding steward of our stories, characters, brands, and franchises.”
©Disney
“Throughout both my early life and my time at the company, I’ve marveled at the power of Disney’s storytelling, experiences, and simply the name itself to inspire people and resonate through generations,” said Ayaz. “I am immensely grateful to Bob for entrusting me with this opportunity, and I’m excited to work with the amazing teams around our company to highlight all the things that make Disney exceptional and ensure that we continue to create those meaningful connections with audiences for many more generations to come.”
©Disney | Walt Disney Company Headquarters
We’ll keep you updated with any more changes at The Walt Disney Company, so stay tuned to DFB for the latest news you need to know!
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What did you think of the Disney100 Super Bowl commercial? Tell us in the comments!
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If his objective is to make me “cry”, his job is going to be pretty easy. I already cry about all the awful things Disney has done to the company and moved so far away from Walt’s vision.
He is clearly very talented based on all the Pixar Disney Marvel Avatar Star Wrrs marketing work he has done. This feels like an excellent decision.
Wow, what a great commercial he made. Now if only our dreams could come true and they would allow Mr. Disney’s magic to come back. It wouldn’t take much, Mr. Iger, just get rid of the park reservations and let the park hopping return to normal. Then Mr. Disney’s magic would really be back again.
Essie, there is alot more than Park Reservations and Park Hopping that have disappeared and most of it was political. The morning announcements at the Magic Kingdom rope drop. All the PC renaming. Disney’s involvement in politics. reduced hours and increased prices (granted prices are going to increase over time, but not at the rate they Did in the last 3 years) Magical Express may not have been a big deal to some, But for anyone coming into Orlando via the Airport it was huge. Likewise the Dining plans if you are staying at any of the over priced on property hotels. Fast pass, extra magic hours. Wait until the remove frontier land at Magic Kingdom (already in the works) Adding Marvel at Hollywood Studios and Villans Land behind Big Thunder in Magic Kingdom.