A banner congratulating Rita Ferro on 20 years at Disney|ABC was draped across an outer office. There were flowers from friends and colleagues everywhere. Ferro, the first President of Advertising Sales under the company's recent restructuring, was finishing a call with a woman she mentors. She then settled in for a long chat with me about her whirlwind past few months, helming the first Upfront where Disney|ABC sold across all of its platforms, and leading a team in a perpetually changing ad landscape.
Disney|ABC's Rita Ferro on Selling Across Platforms
![Disney|ABC's Rita Ferro on Selling Across Platforms](/media/articles/RitaFerro.jpg.550x380_q85_box-0%2C0%2C2387%2C1655_crop.jpg.webp)