Over the past few years, we’ve seen Disney make many changes to how it runs its organisation and it’s looking to make some changes to its in-house creative agencies, Yellow Shoes and The Hive, which are going to be unified to strengthen Disney’s branding power.

Yellow Shows has been the in-house creative agency for Disney’s theme parks, resorts, cruise ships and other experiences, while The Hive, is the in-house creative agency for Disney’s movie studios and Disney+.

The new teams will now be run by Disney’s Chief Brand Officer, Asad Ayaz, with Helen Pak, SVP Creative – Marketing/Design/Content running Yellow Shows, with Frank Chiocchi, EVP of Creative Marketing running The Hive.

Disney’s Experiences Chairman Josh D’Amaro and Disney’s Chief Brand Officer Asad Ayaz shared an update via Deadline to employees about the reorganisation.

One of the unique things about Disney is the connection people have with our brand – the stories we tell and the ways we bring them to life for fans and audiences around the world. The relationship with our consumers is essential to everything we do, and we see an incredible opportunity to tell a more compelling and unified story.

To that end, we are pleased to announce that we’re bringing together our two in-house agencies with brilliant creative talent – Yellow Shoes and The Hive – under Asad in his purview as Chief Brand Officer for The Walt Disney Company. This will help drive alignment, creativity, and greater synergy, enhancing the collaboration between these two creative marketing ecosystems, benefiting our branded entertainment and experiences and the company at large. Helen Pak, SVP Creative-Marketing/Design/Content and leader of Yellow Shoes, will now report to both Asad and Frank Chiocchi, EVP of Marketing, effective immediately. Lisa Becket, EVP Global Marketing for Disney Experiences, will continue to lead the Marketing Center of Excellence, including Consumer Franchise Strategy, Customer Engagement, and Consumer Insight, Measurement & Analytics (CIMA), reporting to Josh.

We are partnering closely to ensure a smooth and thoughtful transition, and each team will continue to be focused on their respective work as we explore opportunities for even greater exposure and collaboration. Leaders will share more details in the coming weeks.

As this transition takes shape, we look forward to seeing our incredibly talented teams come together as a one-of-a-kind, world-class organization that is uniquely Disney – delivering the most creative, powerful and innovative campaigns in the entertainment industry…and beyond.

Josh and Asad

Roger’s Take: While we might not necessarily notice the difference outside of the company, it will undoubtedly have an impact on staff within Disney internally, and hopefully, there will be no layoffs as they are brought together. 

What do you think of this change?  Let me know on social media!

Roger Palmer

Roger has been a Disney fan since he was a kid and this interest has grown over the years. He has visited Disney Parks around the globe and has a vast collection of Disney movies and collectibles. He is the owner of What's On Disney Plus & DisKingdom. Email: Roger@WhatsOnDisneyPlus.com Twitter: Twitter.com/RogPalmerUK Facebook: Facebook.com/rogpalmeruk

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