Disney Will Lead Parade of Events Before Reworking May Upfront Show
Brian Steinberg Senior TV EditorDisney is shaking up its traditional “upfront” process, planning to host multiple showcases for advertisers that highlight sports, technology and creativity, while moving its annual sales event to a new venue.“Everyone recognizes we understand storytelling, but we are also leading with innovations around data and targeting and really connecting brands with their consumers,” says Rita Ferro, president of Disney Advertising Sales, in an interview.Disney intends to hold its biggest upfront event on Tuesday, May 17, at New York’s Basketball City complex downtown. The venue, says Ferro, will allow the company to discuss its broad media portfolio in a more communal, interactive manner.