Disney’s Rita Ferro: We aspire to triple our investment in inclusion and diversity

Rita Ferro, president of Advertising Sales for Disney Media & Entertainment Distribution (DMED), emphasized that during the 2021 upfront they committed to increasing investment in inclusion and diversity, which they did by US$100 million. “For this year we want to triple the commitment,” said Ferro, who mentioned that in 2023 she will celebrate 25 years in the company.

She highlighted that conversations with advertisers are not a one-day (Upfront) activity, but 365 days a year, and they began this past February with their Tech Data event. “93% of adults connect with a Disney story every day,” she said.

“The heart of Disney is our storytelling. It’s not just words on a page, they’re living breathing experiences. They take us to new heights, inspire imagination, and drive culture and affinity. With the consumer at the center of everything we do, we bring people of all walks of life together across an incredible offering of live events, sports, movies, and shows that they can watch anytime, anywhere,” she said.