Disney collaborates with Translation as it looks to connect brands with its diverse audience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 26, 2020, 6:14 PM UTC

The company also aims to scale its storytelling across audiences.

Multi-media conglomerate Disney announced a multiyear partnership with Translation to create culturally relevant creatives that appeal to diverse audiences. The deal comes at a time when major brands are working to forge better connections with Black and Latinx audiences.

Brand marketers across all Disney properties including ABC, Hulu and National Geographic will work with the ad agency as part of the deal. While Disney has had a Spanish language marketing team for some time, but they are looking to provide brands with a consistent approach.

The cultural shift around the Black Lives Matter movement has forced more brands to reconsider how they market to diverse audiences, says Translation CEO Steve Stoute. Disney’s Rita Ferro further added the collaboration would help Disney better serve its media marketing clients and its audience.

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