Podcast Summary: Marketing Beyond with Alan B. Hart

Episode 16: Driving Audience Engagement with the Magic of Disney

Guest: Andrew Messina, Senior Vice President, Disney Advertising
Date: September 3, 2025

Episode Overview

In this episode, host Alan B. Hart sits down with Andrew Messina, Senior Vice President at Disney Advertising. Together, they explore how Disney leverages its diverse portfolio—including Disney+, Hulu, ESPN, and more—to drive audience engagement and deliver brand value through innovative advertising and sponsorships, particularly within live sports. Messina shares his personal career journey, emphasizes the critical role of relationships in today's media landscape, discusses the explosion of women's sports, and highlights both opportunities and challenges now facing modern marketers.

Key Discussion Points & Insights

Andrew Messina’s Path in Media and Advertising

• Non-Traditional Start ([01:15])
  • Messina entered media as a Tulane history major, landing a job through an unexpected networking connection:
    • "My interesting story of how I got in the business is not the traditional...I saw a classified ad in the New York Times...her boyfriend saw [my] resume...he went to Tulane. So I decided to interview and she gave me the job." (Andrew Messina, [01:15])
• Career Progression ([02:22])
  • From a small agency to McCann Erickson, then into TV sales at ABC (before Disney acquisition).
  • Experienced the highs of daytime TV and shifts in landscape post-1994, later moving into primetime and senior management at Disney.

The Evolving Scope of Disney Advertising

• Massive Portfolio Reach ([04:07])
  • Disney now oversees a formidable collection of brands (Disney Channel, ABC, FX, ESPN, Nat Geo, Disney+, etc).
  • Messina manages client partnerships, focusing on C-suite relationships within major brand holding companies.

Sports as a Driver of Engagement

• Dominance in Sports Media ([05:12])

  • Sports, especially live events, are a core Disney advertising pillar.
    • Disney holds rights to NBA, NFL’s Monday Night Football, 70% of college football ratings, and the SEC network.
  • Multi-year advertising deals have surged (from "5-10" to "70+" in recent years).

• Women’s Sports Boom ([06:18])

  • Tremendous audience growth:
    • "Over the last couple of years the women's sports specifically has just blown up...the NCAA women's [basketball ratings] were higher than the men's." (Andrew Messina, [06:18])

Creating Value for Brands

• Year-Round Engagement ([07:58])

  • Disney’s properties cover the entire year’s “cultural calendar”—from New Year's Rockin' Eve to the Super Bowl—offering continuous brand touchpoints.
  • "There’s really not a time of year we’re not making an impact, whether it’s streaming sports or entertainment." (Andrew Messina, [08:17])

• Customer Co-Creation & Live Experiences ([08:52])

  • Disney customizes sponsorships/integrations, especially around sports.
  • Cited College GameDay as a sponsorship gold standard; brand integration can last decades.
  • High demand for sponsorship means brands seldom exit without replacement.

The Power and Shift of Relationships

• Evolution from Transactional to Relational ([11:38])

  • "Earlier on, it was more transactional. The relationships really, really matter. Even though a lot has been automated...look at Cannes: all these people are here and they're all building relationships." (Andrew Messina, [12:00])

• Mentorship and Giving Back ([13:30], [14:29])

  • Importance of mentorship in shaping careers.
  • Disney’s formal mentorship programs foster continual learning and growth for new talent entering the industry.

Advice for Young Professionals

• Work Ethic & Relationship Building ([15:46])
  • "Try not to stress and make sure that if you can outwork everyone and open every single door that you can..." (Andrew Messina, [15:46])
  • Advocates for in-person connection in the workplace, especially important after remote work periods.

Trends and the Future of Marketing

• AI is Transformative ([16:48])
  • "The more I can learn about AI, the better off I think everybody's going to be...it's going to drastically change every single business—some good ways." (Andrew Messina, [16:48])
• Gen Z and Fragmented Audiences ([17:23])
  • Marketers must craft messaging and journeys to connect with younger demographics amid ever-increasing product and channel choices.

Major Marketing Opportunities and Threats

• Reach the Whole Funnel ([18:30])
  • "The big threat for some of these marketers is they need to make sure that they're reaching that entire funnel. Otherwise it could be an issue." (Andrew Messina, [18:30])
  • Complacency is a danger—brands must continuously reassess and engage across top to bottom of the marketing funnel.

Notable Quotes

• "My first start off a coffee table...now I have so many kids come to me, college graduates, because I have four kids and everybody's like, 'Oh, you work at the Walt Disney Company. Can I come meet with you?' And I’m happy to meet, because I want those kids, when they move up the ladder, to do what I’m doing." (Andrew Messina, [12:33])

• "If you give them...the advice of, alright, just keep your legs moving, keep your head down and work hard, it's not easy, but it's also not that difficult." (Andrew Messina, [15:18])

Timestamps for Key Segments

• 01:15: Messina’s unique entry into media
• 02:22: Career progression and shifts in TV landscape
• 04:07: Current scope and remit at Disney Advertising
• 05:12: The role of sports in advertising strategy
• 06:18: Skyrocketing interest and opportunity in women's sports
• 07:58: How Disney activates its portfolio for brands year-round
• 08:35: Brand co-creation and experiential sponsorships
• 11:38: Evolution and growing importance of client relationships
• 13:30: Formative mentorship experiences and their impact
• 15:46: Advice for young professionals entering media
• 16:48: Views on AI and the importance of lifelong learning
• 17:23: Focus on Gen Z and adapting to audience fragmentation
• 18:30: The need for full-funnel marketing and the risk of complacency

Memorable Moments

• The "Tulane connection": Messina’s entry into the industry by chance—a resume on a kitchen table—highlights the unpredictable value of relationships.
• The explosive rise of women’s sports, with NCAA women’s basketball out-rating men’s, marks a transformative cultural and commercial shift.
• College GameDay’s 23-year partnership with Home Depot as a benchmark for enduring brand integrations.
• Messina’s dedication to mentoring young professionals reflects the cycle of giving back that’s essential to industry vitality.

For listeners seeking actionable insights on media partnerships, sports engagement, and the evolving marketer’s toolkit, this episode delivers a front-row view into how Disney maintains its edge both as a cultural icon and a business innovator.