The advertising world is constantly evolving, and at the forefront of this transformation is Rita Ferro, President of Global Advertising for Disney. Her remarkable journey and influential role in the industry are the highlights of Jack Myers' interview for his Legends & Leadership series. As a Cuban American and a 26-year veteran at Disney, Rita's insights are not just professional but deeply personal, reflecting her commitment to diversity, equity, inclusion, and belonging (DEIB).
The advertising world is constantly evolving, and at the forefront of this transformation is Rita Ferro, President of Global Advertising for Disney. Her remarkable journey and influential role in the industry are the highlights of Jack Myers' interview for his Legends & Leadership series. As a Cuban American and a 26-year veteran at Disney, Rita's insights are not just professional but deeply personal, reflecting her commitment to diversity, equity, inclusion, and belonging (DEIB).
Congratulations to Rita and Disney on their induction into the Advancing Diversity Hall of Honors, joining 35 previous inductees. Rita and her colleagues across the industry are gathering to reaffirm their commitment to DEIB leadership on April 11 at Hall des Lumieres in NYC. To join the community in recognizing Rita, Disney and the sixteen 2024 Hall of Honors inductees visit https://week.advancingdiversity.org.
Rita's journey from a Miami native with dreams to be a leader at a global powerhouse like Disney is a testament to the power of investing in diverse talent. Her belief in leadership from the top, as exemplified by Bob Iger's tenure, has shaped her approach to inclusive growth. This approach is not just about hiring; it's about enabling visibility, sponsorship, and showcasing potential.
ESPN's investment in women's sports for more than two decades and the recent eight-year agreement with the NCAA, plus Disney's work with "She Runs It" emphasizing the importance of women in the marketplace, are milestones in changing narratives. Disney's decision to dedicate half of its NCAA rights to women's sports is more than a business move; it's a cultural statement. Her focus extends beyond gender to overall diversity, urging partners to invest authentically and showing the tangible business sense in such investments.
According to Rita, the foundation of Disney's strategy rests on five P's: People, Platforms, Partnerships, Promotion, and Practice. Each element is a critical cog in the machinery that drives Disney's success. She emphasizes the importance of valuing people, their engagement, and respect. This holistic approach ensures that Disney's content is accessible, its partnerships are meaningful, and its marketing messages are impactful and authentic.
In a digital age dominated by programmatic buying and automated selling, Ferro addresses the misconception that programmatic equates to cheaper options. Instead, she emphasizes value and the importance of considering audience segments, data enrichment, and partnerships. Disney's investment in its technology, particularly for streaming, underlines this commitment to value over cost.
Rita's international experience shines through as she discusses Disney's global expansion, particularly in dynamic markets like Latin America and India. Her enthusiasm for continuous learning and the symbiotic relationship between different markets underscores Disney's global strategy. Her work with the National Hispanic Scholarship Fund and her interactions with students highlight her commitment to inspiring the next generation. She believes in the power of education, work ethic, and the responsibility of lifting others as one rises. Her message is clear: the media and marketing industry is dynamic, constantly evolving, and full of opportunities for learning and growth.
The interview with Rita Ferro, available here and above, is not just a conversation; it's a beacon for current and aspiring professionals in the advertising world. Her induction into the marketing community's Advancing Diversity Hall of Honors on April 11 at Hall des Lumiéres in New York City is a celebration of her contributions and Disney's commitment to diversity, equity, inclusion, and belonging. This event is a must-attend for those who aspire to make a positive impact in the industry and society at large. Learn more at https://week.advancingdiversity.org
Rita's vision, her journey with Disney, and her influential role in advancing DEIB initiatives set a high bar for leadership in the advertising world. Her interview with Jack Myers is more than just an insight into her professional life; it's a roadmap for building a more inclusive and dynamic future in media and advertising.