Disney Entertainment Television

Brave Dog Assignment:

Since 2019 we’ve successfully worked with a handful of individual Disney TV and streaming brands, including the marketing teams at ABC, Hulu Brand, Hulu Originals, Freeform & Onyx Collective.

These teams have always worked separately from one another – even though they exist under the same top leadership and their ultimate goal is the same: to win as many accolades for Disney Entertainment Television, as possible.

Disney’s Award Challenge:

By keeping these teams silo’d, though, we could see they were missing out on larger recognition opportunities. By bringing in even more groups and combining forces, they could rake in even more wins and have a chance at being named a Network of the Year nominee at the year’s two biggest TV and streaming marketing competitions: GEMA North America and Clio Entertainment. 

By combining all of the Disney Entertainment Television groups and helming all of the brand’s creative submissions, we could create an overall more effective awards plan and ensure the submission process was more streamlined and efficient. For instance, it’s not uncommon for projects with large creative teams to accidentally submit the same work to the same competition multiple times, resulting in a waste of valuable awards budget. 

Ahead of the 2024 fiscal year, we forged a new contract with the Disney powers that be introducing a new, mightier, and more efficient awards strategy. We launched a unified awards plan, and brand synergy across the seven different teams under the Disney Entertainment Television umbrella - this includes ABC, ABC News, Disney Branded Television, Freeform, Hulu Brand, Hulu Originals, and Onyx Collective.

The Solution: 

The Disney Entertainment Television contract is our largest contract to date and one of our best success stories when implementing a focused award strategy across multiple teams.

• In 2024, the group was nominated for Network of the Year on three different occasions: GEMA North America, GEMA Global, and Clio Entertainment. 

• Across all teams, Disney Entertainment Television boasts strong nomination rates:

  • GEMA North America (40% across all teams)

  • GEMA Global (53% across all teams)

  • Clio Entertainment (30% across all teams)

• Each individual Disney Entertainment Television team has a win rate of 30% or higher across all competitions.

• The individual groups that we worked with before have seen a combined +49% win rate since establishing this unified awards plan.