{"id":639352,"date":"2026-05-12T22:09:09","date_gmt":"2026-05-12T22:09:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/us\/639352\/"},"modified":"2026-05-12T22:09:09","modified_gmt":"2026-05-12T22:09:09","slug":"disney-ceo-josh-damaro-tells-advertisers-the-company-creates-generations-of-belonging","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/us\/639352\/","title":{"rendered":"Disney CEO Josh D’Amaro Tells Advertisers The Company Creates “Generations Of Belonging”"},"content":{"rendered":"

\n\tRecently minted Disney<\/a> CEO Josh D\u2019Amaro addressed advertisers at the company\u2019s upfront presentation Tuesday, emphasizing the passion and loyalty created by Disney in its customers.<\/p>\n

\n\t\u201cYou cannot acquire a hundred years of trust,\u201d D\u2019Amaro said, nodding to the company\u2019s century-plus of existence. \u201cYou can\u2019t put generations of belonging on a balance sheet.\u201d<\/p>\n

\n\tDisney, he continued, \u201cis part of people\u2019s lives in a way few brands have ever been. And in a world of infinite choice and constant distraction, that kind of presence is rare. And getting rarer.\u201d<\/p>\n

\n\tD\u2019Amaro was appointed CEO in February, capping a closely watched process of anointing Bob Iger\u2019s successor. The handoff has been smooth, earning positive reviews on Wall Street. D\u2019Amaro has weathered a few bumps in his initial weeks on the job, however, among them the Bachelor meltdown, new attacks on Jimmy Kimmel, layoffs and the demise of a deal with OpenAI that was made on Iger\u2019s watch.<\/p>\n

\n\tThe remarks at North Javits Center, a cavernous new event hall along New York\u2019s Hudson River, followed a brief introduction by Anne Hathaway. The star touted the success of The Devil Wears Prada 2, noting that her early-career hit The Princess Diaries has wound up in \u201cthe same family\u201d as the Prada franchise. (The original movie was released by Fox, which joined the Disney fold in 2019.)<\/p>\n

\n\tD\u2019Amaro\u2019s stage time was a bit unusual during the annual upfronts<\/a>. Lachlan Murdoch\u2019s stage time at Fox\u2019s presentation notwithstanding, CEOs generally are in the audience for these advertising events, though corporate developments can motivate them to speak. Iger appeared at Disney\u2019s pitch two years ago, and former CEO Bob Chapek did likewise in 2021, both nods to the changing of the guard in the company\u2019s corner office.<\/p>\n

\n\tNoting it was his first upfront as Disney CEO, D\u2019Amaro jokingly added, \u201cso naturally we decided to keep the pressure low and put a few thousand media executives in one room.\u201d<\/p>\n

\n\tHe said he was \u201ca little nervous,\u201d but not because of the size or clout of the crowd, but because he grew up a Boston Celtics fan. Acknowledging the New York Knicks bias of the crowd, he added, \u201cI wish the Knicks nothing but the best. I mean that. Mostly.\u201d<\/p>\n

\n\tTurning more serious, D\u2019Amaro recalled his first job was at Disneyland in Anaheim, well after his first parks visit at the age of eight. He reminisced, in gauzily nostalgic terms, about the rush of his initial experience and then made a point to emphasize how that emotional connection is forged early and can extend for a person\u2019s lifetime. \u201cThat feeling,\u201d he said, \u201cis our entire business.<\/p>\n

\n\t\u201cNo focus group invents that. No algorithm produces it. No amount of capital can buy it. That is what every audience, every sponsor, every brand in this room is actually trying to buy.\u201d<\/p>\n

\n\tCompanies are \u201cracing to assemble\u201d ecosystems across movies, TV, streaming, digital, parks and experiences. \u201cWhat they are racing to assemble,\u201d D\u2019Amaro said, \u201cis, more or less, the picture of what we already are.\u201d<\/p>\n

\n\tRather than calling it \u201cviewing,\u201d D\u2019Amaro said, \u201cit\u2019s belonging.\u201d<\/p>\n

\n\tBy creating and cultivating that belonging, he added, Disney is \u201cin a category of one.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Recently minted Disney CEO Josh D\u2019Amaro addressed advertisers at the company\u2019s upfront presentation Tuesday, emphasizing the passion and…\n","protected":false},"author":2,"featured_media":639353,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[276028,3716,88,200651,92,35622],"class_list":["post-639352","post","type-post","status-publish","format-standard","has-post-thumbnail","category-tv","tag-disney-upfronts","tag-disney","tag-entertainment","tag-josh-damaro","tag-tv","tag-upfronts"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/639352","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/comments?post=639352"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/posts\/639352\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media\/639353"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/media?parent=639352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/categories?post=639352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us\/wp-json\/wp\/v2\/tags?post=639352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}