One of Canada’s Top Creative Leaders Has Joined Disney to Lead Its Internal Agency

Helen Pak named senior vice president of creative, marketing design and content

helen pak disney
Helen Pak will lead Disney's in-house agency, Yellow Shoes. Disney
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Helen Pak, a Canadian creative leader with over two decades of industry experience, has joined Disney to head up its internal agency, Yellow Shoes. As senior vice president of creative, marketing design and content, Pak will lead a team of over 250 across the Disney Parks, Experiences and Products team.

“I’m so excited to be joining an iconic powerhouse at such an amazing time of accelerated growth in its history,” said Pak in a statement. “I’m looking forward to working with the team on continuing to push the boundaries of creativity and innovation in experience-based storytelling.”

An Adweek Creative 100 honoree in 2018, Pak was previously the president of Grey Toronto and CCO of Grey Group Canada. She joined the agency in 2017 after many executive roles including as CEO and CCO of Havas Canada, executive vice president and executive creative director of Saatchi & Saatchi Canada, and creative director at Ogilvy’s Toronto office. Pak also had a stint of over a year as a creative strategist at Facebook/Instagram.

Pak is known, most notably, as part of the creative team behind Dove’s “Real Beauty” campaign and also worked on SlimFast, Kraft, Volvo, CoverGirl and American Express. At Disney, she will lead creative development for global marketing and sales initiatives for Disney Parks & Resorts businesses and oversee creative leadership for Disney Cruise Line, Adventures by Disney, Disney Vacation Club and Aulani, Disney’s Hawaiian resort.

“I am thrilled to have someone of Helen’s caliber join our company to lead our internal creative agency Yellow Shoes,” said Jill Estorino, Disney’s executive vice president of global marketing and sales. “Helen is an accomplished and award-winning industry leader who will be an incredible asset to our team.”

It’s a busy time at The Walt Disney Company. Longtime CEO Bob Iger recently announced his retirement, saying that he will step down in 2021. Additionally, the brand is close to officially launching its hotly anticipated Disney+ streaming service and is in the midst of an agency review for its more than $1 billion global media business.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.