Consumer foresights prepare Disney for future growth

The Walt Disney Co., the entertainment giant, is seeking to prepare for future growth opportunities in numerous ways.

Disney is a specialist in fairytale endings – and, in keeping with this core brand principle, the company has ramped up its efforts to understand the emerging desires of tomorrow’s consumers.

“In the last two years, we have stood up a Consumer Foresight research department,” Jill Estorino, evp/global marketing and sales for Walt Disney Parks and Resorts, explained to delegates at the Association of National Advertisers’ (ANA) 2018 Masters of Marketing Week.

Jill Estorino, evp/global marketing and sales, Walt Disney Parks and Resorts Photo Credit: ANA

“This small team is really focused on trends, identifying opportunities, and actually anticipating...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands