ee ee at UATE The most valuable brand on the planet Brand Finance reveals the world’s most valuable brands ee Te Tne DTP eee me ene Mite Mae Un Uke seetaae Ne Ce mee MN een ater uN uefa 1) Special Report: The marketers that must use data better 25Sponsorship Disney Can Disney really bigger global sponsorship vehicle than the Olympics? Cross-media deals are behind Disney’s success, explains Christian Sylt fterfinanceand proper (woot the worst Aiitscirsintsenisan have travel andmedia, Disposable income tas ipped and sdverising budgets have been slashed, With about thie ts 78bn 25.) ‘evemes coming om theme pak andthe bl ance brainy television channels and movie smulos, Walt Disney Company doesn't appear well placed to seria happy ending ut ikea goo Hollyo¢ bloekbustos there isatwist, Through clover corporat alliances, ‘thecompany ie generating tsrvenues trom he most unexpected sources. 16: Marketing Week 16.04.08 become a Disney has a portfolio of corporate alliance partners ranging from Hewlett Packard and Koda ta Nests, Steve Madincea, managing director of Prism, ‘WPP's biggest sponsorship agency claims the ‘media company is not aly set to reap che nan cial rewards of this wrrangement but could hhave: "A global sponsorship profile much larger han the Olympics.” Its not just tho sizeof Disney's portfolio that fs worth marketets taking note of but the nature of thedeals. Many of the partnarshipsrange over variety of media. Some partners work with Dis- ney to design and brand theme park attractions ‘while others opt for product placement in shows onits ABC'TV notwors or pop up at promiéres of movies made by its Miramax studio. Disney has been involved in partnerships sinee its ounderentisted Coca-Cola to help Rriance his ‘irsttheme park in the 1950s, An innovative mat keting deal was struck, wiving Coca-Cola the Fightstobe che solesupplior of soft drinks within the park in return for is backing. It remains partner to this das, Disney now hasabout 20 global partners with about the same mumber of companies sponsor ing attractions locally at ls park complexes in the US, France, Hong Kong and Japan. ‘Lawrence Aldridge Disney's sentorvicepres. Ident of corporate alliances, reves: “Our busi ness Is doing realy well, Everyone else may be Josing sponsorship dollars but we are gaining.” Aldridge raonty signed Visa asan Aslan Dis: ney partnerand he s believed tobean the verge of securing an allianee with a European bank ~ ‘huge coup given the weak reputation of the Danking sector A former oll company executive, Aldridge worn.marketingweok co.uk{Joined Disney in 2000. His lack of a media back «ground hasbeen seen by the business as anasset “A couploof yearsago'Tom Staggs [Disney's chil ‘nancial ffcer wanted seme'nody without ata: ditional promotional matketing background to take # fresh perspective on what corporate alliances were about,” exslains Aldridge, ‘COMPANY-WIDE PARTNERSHIPS Aleridge'sremit was omaximisethereturnsby ensuring that corporate alliance opportunities ‘permeated the entire company. He shook up Dis- ney’s partnership structure toachiow this “When took the fb, 100% of the partners were wedded to theparkand there were other elements, What ve have been doing is lacking mote broadly, terms of understanding what the partner wants and hovs Disney's assols can bo uso,” ho 2, A partnership between Disney snd Siemens wu marketingwesk co.uk demonstrates how Aldviage’s deals run across multiple elements of the media business” port folio. he German technology company hasewert ‘namingrights for Spaceship Earth, dhe lagship attraction in Disney's science based pcot theme park in Florida. A sign saying “presented by Slamns" hangs outside the ride which takes vis iMors through moe! scenes, explaining the his: tory of communications. ‘Ata more subtle level, the end of the attrac ‘on features hel toch educational games deve ‘oped by Dimey showcasing some of Siemens technologies: Dimey booksshavealso been writ ten tohelpenildren with hearing diffcultiesset accustomed to Siemens’ hearing aids ‘Siemens medical products haveeven appeared in Grey's Anatoms, the medical drama broad- cast on Disney-owned ABC. “Our imagineers! have converted the Slomens story nto something ‘hat truly entortaining and that's what you're paying for It's very differant to naming rights ata stadium or something like that,” explains Aldridge, ‘Madineea agroes: “Too many sponsorship platforms try and foree a sponsor to accept their standard package where Disney uses its {inbred ereatvity tohelp sponsors fully Ieverage their investment. Other parinerships include tasting stations inparksofferingfree samplesof new Coca-Cola flavours to guests who give feedback on the taste, Aspacesimulationride came courtesy of arela- ‘lonship withNASA and Howlett Packard. Lik ‘wise, General Motors has developed Test Trae, arollerooater themed as oar testelroult; when, ‘GM wanted to publicise ts hydrogen cel cars, ‘it gave them to top Disney executives ar this. was broadcast on ABC. D> 16.04.00 Marketing Week 17Disney Aléridge is unwilling to revel the value of series, But with its reputation and resourees, Disney's alliances, arguing that exch deal isthe potential is near limites. bespokeforthebrandinvolved. Butthenumbers ‘There is @ eotporate lounge exclusively for Involved are potentially massive —the Siemens partners to use, Top employees and clients are partnership is reportedly a I2-year deal esti- incentivised with visits tothe lounges which ‘mated to be worth §100m (269.4m) in total. __olfer tue refreshments and queue-cutting ride Disney argues that the number of eyeballs ances 965 days a year IMsparksattractis equivalent io any top sports “A programme which allows the assoclates event withmorethan 100millionvisttorsanni- or employees ofa firm tobe part of something ally Theparks occupy the top eight psitions in bigger may be well more valuable than a large the rankings of the world's most visited theme cardboard soft drink botleon a football pith,” parks and with $4,000 hotel rooms onsite, predicts Heljnen. Disney is also abla to obtain demographic data on its guusts of which most rights-holders CHILDREN REALLY ARE THE FUTURE could only dream. ‘While some might claim that Disney's target Howovor, Xandor Holjnen, chief operating audience s mainly children, aldridgo says that oficeraf consnttig firm CNC Communications, even for adult purchases, these are important ‘warns: “Tts America-ness may be a bit too people to reach, “Our researeh shows that 0% «dominant for some potential partners. ofthe household burgetis controlled by women ‘Also, in terms of values such as competi> and influenced by kids,” he says, adding that tiveness, innovation or sportsmanship, Disney _InvolvingDisney can help get children to become scores rather low compared with, sy; sports early advocates of products ‘The Midlands was the first region to step up to the challenge. Aiter nearly 12,000 online votes Freya Lingerie (Bveden) was the publie's eholee with ereative agoney RBH winning the frst round oF Ge Regional Creative Challenge. 18: Markaing Weck 16.04.00 ‘am markotngwesk co.ukTin the case of GM's Test Track, the vistors toDisney theme parks fit well with the ear man- ‘facturer’seastomer profiles, They mostlyhave ‘middle- and upperincomes and almost all have highschool diplomas, What's more, most ‘aromarried with children, which allowsGMto ‘build exrlsrelationshipe with youngsters. Dis ney evan has plish Test Track toys to deve the message home. Disney prohibits GM from selling any cars ‘onsite but itis still well worth it, as Aldridge clalms: “Test Track is GM's largest lead gener- ator of any showroom in the world,” Perhaps the biggest testimony tothe value of the deal is ‘the fact that GM has not pulled out, despite its financial woes ‘The relationships built with partner brands are also taken beyond the promotional sphere at Disney. The company reportedly spends i2n (#8.2bn)a year on goods and services and its partners are often at the front ofthe queue ‘when the company eames to place orders "We've ‘outsourced somecf our printmanaged services to Hewlett-Packard,” says Aldridge and GM is, allowed to supply feet vehicles to Disney Wori’s 51,200 employees, PHOTO OPPORTUNTES ‘Boyon! Tost Track, photo opportunities with his: torte Cadillacs litter the Grand Floridian, Dis- ney’s Victorian themed hotel in Florida and the uropean Opel brand Is sed inthe stunt show at Disney's US movie park, The Jonas Brothers, teenage pop act contracted to Disney, even Dlayod a concert for GM staff and its cients at the Disney studio buileings in California, “We can do virtually anything provided that itmeets our beand guidelines,” says Aldridge. “There areeertain sectors wecan'td, Wewwon't {do gambling, we won't do cigarettes and we can ‘nly do alcoho! as far as itrelates to Miramax or our BSPN Sporis [7] brand.” Iseems that fastfood isalso losing favour Disues The brand recently parted ways with ‘McDonald's and Disney has introduced nutri ‘onal guidelines restricting who it oan partnar with in tlsarea, Inthelong erm, this should be enefieta but {im the immediate futuro, Disney still needs all thefinancialhelpitemn get The company’s share price has slumped 45% from a high of $84.99 in ‘May 2008 and Aldridge is broadening his out look to grow the business. GLOBAL OPERATION “Mostof ourpartersare American but itneeds tobe « giobsl operation, which means talking tottierea international payers and the brands from emerging economies,” he says. “Our five ‘year goal Isto giobalise our partnerships.” ‘With media companies in such severe finan cial turmoil, Disney's ability to generate income ‘Mhrough such alllanees will be under elose seruting The company willbe hoping that this story ends up with ts corporate marriages lea: ing toa fairytale ending. @ Head of Loyalty Development ala Coral Group Innovative ten tothe bus the strap line le really bovghr to Ife wit thecrestve enforcingtne afference an ox layer can make! Trisis bound tobe a eve eacher and have resonance. A sip messspe executed beauty Vote to put your favourite through to the Regional Grand Prix! www.upeveryonesstreet.co.uk/region ores vv markotingweok oo.uk Group Marketing Manager, OMG Radio, ‘Avery spl heacline delivered with rumour, which wlcapiure the attention and bongawnysmie. Theagereynas achieved strong brandi on the.) even wien t’sbeen paced use down! Planning Directar, PHD North “Too mary bLesides rely on sabeeeine nas ‘muchtext as possible and fal dow because ofthis. Thistea teal teat Ise ‘wel known icon ie draw atiention tothe ad na fun and engaging way ta ‘completely encapsulates he prone message. CBS 18.04.00 Markting Wook: 19