TV Upfronts

Disney Advertising Sets DEI-Centric Branded Content Partners Ahead of Upfront

Diverse-owned Cocina, equalpride, Group Black and UnitedMasters will develop campaigns

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Disney is bringing more inclusivity to upfront week.

Ahead of the company’s upfront presentation next Tuesday, Disney Advertising has signed branded content development agreements with diverse-owned media companies Cocina (a unit of Mecenas Media), equalpride, Group Black and UnitedMasters.

As part of these agreements, each company will develop custom short- or long-form branded content series and campaigns for advertisers, with the projects focusing on amplifying various aspects of diversity and culture. 

Although the agreements are rooted in streaming, according to Disney, the breadth of the company’s portfolio will help bolster and support content distribution across all screens.

During a recent roundtable discussion with Adweek about the partnerships, John Campbell, svp, client partnerships, Disney Advertising, noted that the new deals are keeping with Disney’s commitment to DEI.



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