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Disney names first brand chief as Iger refocuses on core properties

Disney World’s Magic Kingdom in Orlando, Florida.

Joe Raedle | Getty Photos Information | Getty Photos

The Walt Disney Company is seeking to replace its picture.

On Thursday, the corporate named Asad Ayaz as its first-ever chief model officer, a place that can require the Disney vet to create a singular imaginative and prescient of the corporate for advertising and marketing campaigns.

Ayaz’s appointment comes as Iger, newly returned to the Home of Mouse, has begun reorganizing the corporate’s construction to place content material manufacturing, streaming and advertising and marketing within the fingers of creators. He’s additionally searching for to chop $5.5 billion in prices. The corporate additionally just lately rolled out its first wave of layoffs because it seeks to chop 7,000 jobs this 12 months.

Iger has stated he plans on paring back Disney’s general entertainment content material whereas sustaining a focus on streaming.

On Wednesday, the corporate tapped Joe Earley to take over the position of president of direct-to-consumer for Disney Leisure. He replaces Michael Paull, and leaves his publish as president of Hulu.

The brand new appointment additionally comes every week after Disney laid off Marvel Leisure Chairman Ike Perlmutter. Perlmutter, nonetheless, Advised the Wall Road Journal that he was fired for pushing too aggressively to cut costs and for clashing with artistic executives.

Ayaz will proceed as president of selling for Walt Disney Studios, the place he has overseen advertising and marketing and publicity for the studio’s movies and TV sequence, in addition to Disney+, since 2018.

“Asad is an distinctive artistic chief with a deep understanding of what Disney means to thousands and thousands of individuals world wide,” CEO Bob Iger stated in an announcement. “His taking over this position is especially noteworthy and consequential as we commemorate our historic one centesimal anniversary, and I’m assured that his strategic, operational, and inventive prowess, alongside together with his profound ardour for Disney, will make him an impressive steward of our tales, characters, manufacturers, and franchises.”

Ayaz has dealt with large advertising and marketing initiatives for Disney earlier than. Over his 18 years with the corporate he developed and led advertising and marketing campaigns for “Star Wars: The Pressure Awakens,” “Black Panther” and “Avatar: The Manner of Water.” He’s answerable for the advertising and marketing of 13 of the highest 15 field workplace debuts of all time, together with the most important worldwide debut ever: “Avengers: Endgame,” which tallied $1.2 billion in its first 5 days in theaters.

He’ll oversee the Disney100 marketing campaign, which celebrates the one centesimal anniversary of the corporate.

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