As Disney Continues to Streamline Its Organization, Two In-House Creative Agencies Are Merging

As Bob Iger’s tenure as CEO of Disney continues to wind down, the company is continuing to reorganize and streamline itself.

Today, Disney Experiences Chairman Josh D’Amaro and Chief Brand Officer Asad Ayaz informed staff that two of Disney’s in-house creative agencies are merging.

According to Deadline, Yellow Shoes and The Hive, which previously operated independently, will join under Ayaz to “dovetail brand and experience campaigns across Disney’s various consumer touchpoints.”

Walt Disney Company

“One of the unique things about Disney is the connection people have with our brand – the stories we tell and the ways we bring them to life for fans and audiences around the world. The relationship with our consumers is essential to everything we do, and we see an incredible opportunity to tell a more compelling and unified story,” D’Amaro and Ayaz said in a memo to staffers.

“To that end, we are pleased to announce that we’re bringing together our two in-house agencies with brilliant creative talent – Yellow Shoes and The Hive – under Asad in his purview as Chief Brand Officer for The Walt Disney Company. This will help drive alignment, creativity, and greater synergy, enhancing the collaboration between these two creative marketing ecosystems, benefiting our branded entertainment and experiences and the company at large.”

How the Reorganization Will Play Out

For those who don’t know, Yellow Shoes has traditionally led in-house campaigns for Disney Experiences. The Hive, meanwhile, is tasked with marketing across company brands, Walt Disney Studios banners, and Disney+.

Photo: Disney

Following the reorganization, Helen Pak, who previously led Yellow Shoes, will now report to Ayaz and Frank Chiocchi, who oversees The Hive.

Photo: Also Disney

“As this transition takes shape, we look forward to seeing our incredibly talented teams come together as a one-of-a-kind, world-class organization that is uniquely Disney – delivering the most creative, powerful and innovative campaigns in the entertainment industry…and beyond,” D’Amaro and Ayaz concluded their statement.