Disney Looks to Increase Diversity Onscreen, Behind-the-Scenes—and in Ad Buys

Rita Ferro wants to ensure multicultural commitments with every upfront deal


Disney brands ABC, FX and Freeform have all been emphasizing increasing the number and quality of diverse stories onscreen, and ahead of its upfronts presentation today, the company’s executives are also focused on improving it behind-the-scenes, starting with a commitment from its ad sales chief to invest more in multicultural content.

“When it comes to this year, we want every partnership—every single one—to have multicultural commitments, as well as inclusive creative,” Rita Ferro, president of advertising sales and partnerships, told reporters during a press briefing ahead of Disney’s annual upfront event Tuesday afternoon.

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