Disney Online In National Search; GMO And Club Disney Part Ways

Disney Online is seeking an agency to handle creative ad duties for its 2-year-old Web site at www.disney.com. There is no incumbent on the business, which is estimated to be worth about $1 million.
“We are still in the early stages of this process,” said Jeff Bender, director of consumer advertising for the North Hollywood, Calif.-based client. “We are currently contacting agencies to invite them to participate in the review.”
Bender would not say which shops have been contacted, but said Disney Online is looking nationwide for “an agency that can develop an ad campaign that will help position the Web site and strengthen our brand.”
The agencies in the review will be asked to recommend a strategy for the company’s advertising, Bender said. The winning shop “will be expected to produce a new national campaign that will break in the back-to-school season,” he said. That campaign may include both TV and print advertising.
Separately, Club Disney and Goldberg Moser O’Neill have parted ways after less than six months together, according to sources. The San Francisco agency won the estimated $1 million ad account for Club Disney’s new West Covina, Calif., play center last fall.
Andrea Stanford, Club Disney manager of marketing and communications, said the Burbank, Calif., client was working with GMO “strictly on a project basis, and we had reached the end of that project.” However, sources said “chemistry” problems kept the project from leading to anything larger. No “active search” for a replacement is under way, Stanford said.