Diversity efforts can be made in many different ways, and Ferro makes sure she covers all bases. She led a partnership between Disney Ad Sales and Translation Media, an independent agency focused on multicultural audiences that helps brands use culture to tell stories through advertising. She also led the launch of the Disney Culture Index, which measures cultural resonance in branded content and advertising. It will help the company appeal to multiple cultures by optimizing advertising and creative integrations based on inclusive casting, cultural authenticity, cultural relevance and business outcomes. Ferro also oversaw the launch of a small business program to empower minority-led businesses. It will offer 10 of those businesses comprehensive, custom advertising strategies, creative consultation and advertising opportunities. When it comes to television that embraces D&I, she says ABC’s “black-ish” continues to set a high bar by showcasing “storylines that challenge societal stereotypes, elevate hidden truths and encourage meaningful conversations around real issues in an honest and thoughtful way, which continues to make that show relevant and must-see TV.”
Best initiative to come out of one of your company’s Employee Resource Groups?
Our ERGs at Disney are vibrant and contribute valuable insights and business support across all segments. Our Black ERGs in particular have been instrumental in driving inclusive processes and identifying talent, calling out inadequacies and opportunities for change and ensuring that the work we do feels and is authentic of the employee experience.
What’s been the most dramatic change in your sector of the business today vs three years ago?
The most dramatic change in the advertising business is the volume of data and information available on your customer and the impact that it’s having on marketing, creative and how brands engage with their core customers.
Which celebrity do you think is setting a strong example for the next generation?
Yara Shahidi is a perfect example of a brilliant, multi-talented celebrity. She is Harvard educated, an activist and a great example of hard work and owning your future with action.
Favorite current show that you feel embraces D&I?
“black-ish” continues to showcase storylines that challenge societal stereotypes, elevate hidden truths and encourage meaningful conversations around real issues in an honest and thoughtful way, which continues to make that show relevant and must-see TV.
