Summary of "Beyond the 30-Second Spot: Disney’s Andrew Messina on Creating Unforgettable Brand Moments"

The Speed of Culture Podcast, Hosted by ADWEEK & Suzy

Episode Details:

• Title: Beyond the 30-Second Spot: Disney’s Andrew Messina on Creating Unforgettable Brand Moments
• Release Date: February 6, 2025

Introduction

In this enlightening episode of The Speed of Culture Podcast, Matt Britton, Founder and CEO of Suzy, engages in a captivating conversation with Andrew Messina, Senior Vice President of Sales at Disney Advertising. Filmed live at CES Las Vegas, the episode delves into the strategies behind creating memorable brand moments using Disney's expansive media assets, the evolving landscape of advertising, and the essential role of relationship-building in sales.

Disney's Diverse Advertising Assets

Andrew Messina begins by outlining Disney's robust portfolio of advertising platforms, emphasizing two primary areas: streaming services and live sports.

• Streaming Platforms: Disney continues to heavily invest in content for platforms like Hulu and Disney+. Messina states, “We continue to invest in the content there. So we have a lot to offer our clients.” (03:04)

• Live Sports: Live sports remain a cornerstone for Disney Advertising. Highlighting major events, Messina notes, “Live sports is huge for us. We were talking earlier, you talk about the sports.” (02:30)

Differentiating Sports and Streaming for Advertisers

Messina elaborates on how Disney positions its live sports and streaming services differently to cater to diverse advertising needs:

• Live Sports: Offers real-time engagement and taps into the "second screen experience and community." Messina explains, “If you're going to look for fewer, bigger, better partnerships, Disney advertising sales is the place you're going to go.” (03:37)

  • Notable Quote: “It's not just the game, it's the game around the game.” (03:59)

• Streaming Services: Provide targeted, on-demand advertising opportunities with the capability to reach over 1800 audience segments. “We have over 1800 audience segments that we can deliver,” Messina asserts. (06:15)

Addressability and Data-Driven Advertising

A significant advantage of Disney’s streaming platforms is their ability to offer highly targeted advertising through first-party data:

• Targeted Advertising: Messina highlights, “We have over 1800 audience segments that we can deliver. So if you need to deliver a specific person on auto Intender whose lease is just coming up, we can deliver that person through Experian data.” (06:15)

• Integration of Upper and Lower Funnels: He emphasizes the importance of combining broad reach with precise targeting, stating, “It's a good combination that you need. You can't just have one or the other.” (06:15)

Shifting Media Consumption Habits, Especially Gen Z

The discussion shifts to how younger audiences, particularly Gen Z, consume media differently:

• Snackable Content: Messina observes, “People are consuming sports through highlights and quick form, snackable content.” (07:18)

• Women’s Sports: Highlighting the growth in women’s sports, Messina mentions, “Disney advertising sales and ESPN, we're the leader in delivering women's sports.” (07:18)

Economic Outlook and Advertising Confidence in 2025

Amidst contrasting economic indicators, Messina provides insights into advertisers' confidence:

• Fewer, Bigger, Better Partnerships: “We feel like a lot of our partners right now, they are looking for fewer, bigger, better partnerships.” (08:55)

• Robust Offerings: With upcoming events like the Grammys and Oscars, Disney presents a compelling package for advertisers seeking to maximize impact. Messina notes, “We just picked up another live event a couple months ago where we have the Grammys that starting in 2027.” (08:55)

Innovative Brand Activations Beyond Traditional Media Buys

Messina shares examples of how Disney collaborates with brands to create integrated and innovative advertising campaigns:

• Hyundai Campaign: “We married our content and their content and their creative. An Oscar spot that was a 60 that ran exclusively in the Oscars.” (10:41)

• Unique Collaborations: Working with Disney Imagineers, they created exclusive products like the Disney Platinum 100 vehicle, integrating brand creativity with Disney’s storytelling prowess. (10:41)

Sales and Relationship Building

A cornerstone of Messina's strategy is the emphasis on genuine relationship-building in sales:

• Face-to-Face Interactions: “Face to face is critical. It's very important for you to spend time with the people because that's how you develop a relationship.” (14:39)

• Mantra for Success: Messina advises, “Show up and give somebody 15 minutes. So here's what I need from you after this. I need you to give other people down the road 15 minutes.” (25:34)

• Building Trust: “A real relationship, you cannot beat a real relationship.” (17:37)

Career Journey and Advice for Aspiring Sales Professionals

Reflecting on his career, Messina offers valuable advice for those aspiring to excel in sales:

• Networking: “You never know who you are going to meet... That person that you meet one night could actually change the trajectory of your entire career.” (16:50)

• Work Ethic and Presentation: Emphasizing the importance of diligence and professionalism, he states, “You can get a sense of their work ethic is important.” (24:01)

• Paying It Forward: Advocating for mentorship, Messina encourages sharing knowledge and time: “It’ll be more meaningful than you ever know.” (25:34)

Future of AI in Advertising and Sales

Addressing the role of artificial intelligence, Messina acknowledges its growing importance:

• Emerging Role: “We're still in the infancy of it... it's going to play a decent role in the next couple years.” (21:09)

• Potential Applications: Although in early stages, AI is expected to enhance efficiency and personalization in advertising strategies.

Conclusions and Takeaways

Andrew Messina emphasizes the synergy between Disney's diverse media assets and the importance of building authentic relationships in sales. By leveraging both broad reach through live events and precise targeting via streaming platforms, Disney ensures that brands can create unforgettable moments that resonate with diverse audiences. Messina’s advice underscores the timeless value of networking, mentorship, and a strong work ethic in achieving career success.

Key Takeaways:

• Diverse Advertising Platforms: Utilize both live and streaming media to maximize brand impact.
• Data-Driven Targeting: Leverage first-party data for precise audience targeting.
• Relationships Matter: Invest time in building genuine connections to drive long-term success.
• Adapt to Changing Consumption: Tailor content strategies to meet the evolving preferences of younger audiences.
• Embrace Innovation: Stay ahead by integrating new technologies like AI into advertising strategies.

Notable Quotes:

• “It's not just the game, it's the game around the game.” (03:59) – Andrew Messina
• “Show up and give somebody 15 minutes.” (25:34) – Andrew Messina
• “Fewer, bigger, better partnerships.” (08:55) – Andrew Messina

This episode provides invaluable insights into the intersection of media, advertising, and relationship-building, offering listeners a comprehensive understanding of how Disney continues to lead in creating impactful brand moments.