16: Driving audience engagement with the magic of Disney: Insights from Andrew Messina, senior vice president at Disney Advertising

Andrew Messina is a Senior Vice President at Disney Advertising. He began his career on the agency side before moving into daytime sales at ABC, then advancing to a primetime senior account executive role, and ultimately rising to his current position. For the past 17 years, Andrew has led all brand advertising initiatives at Disney Advertising, including linear, programmatic, and addressable campaigns across platforms such as Disney, Disney+, Hulu, FX, and ESPN.  In today's episode, Alan and Andrew connect at the Cannes Lions International Festival of Creativity to discuss the integration, sponsorship, and advertising opportunities Disney offers brands across its many properties. Andrew shares how live events – particularly women's sports – are shaping advertising, highlights the importance of relationship-building in media sales, and explains Disney's approach to reaching diverse audiences. He also reflects on the importance of mentorship and how AI and youth culture are influencing marketing strategies.    In this episode, you'll learn:  How rising viewership of women's sports is creating new advertising opportunities   Why cultivating trust is essential for career growth, plus actionable development tips   Disney's approach to building relationships with brands     Key quotes:  "Relationships really, really matter, and the only way some of these things are going to get done is through making sure you're connected." - Andrew Messina, senior vice president at Disney Advertising    Key highlights:  [00:30] Introduction   [01:10] A nontraditional introduction to the industry   [02:15] Andrew's path to Disney   [04:10] The scope of his role  [05:00] How consumer brands shape the sports landscape  [07:45] Some of the most valued properties for brands  [08:45] Co-creation with consumers  [10:00] Stand-out strategies for auto and retail  [11:30] Industry transformation over the years  [13:25] An experience that defines you: The opportunity to learn sales  [15:40] Advice to your younger self: Develop relationships  [16:50] A topic marketers need to learn more about: AI  [17:35] Subcultures and trends to follow: Tastes of the younger audience  [18:50] Largest threat to marketers today: Complacency     Resources mentioned:    Disney Advertising  Cannes Lions International Festival of Creativity  College GameDay Built by The Home Depot  Generation AI by Matt Britton    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Andrew Messina and Disney Advertising:  Andrew Messina on LinkedIn   Disney Advertising on LinkedIn   Disney Advertising on X  Disney Advertising on Instagram    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads