D'Amaro's First Upfront as CEO — "Category of One" Framing Bundles 2027's Four Tentpoles Into One Calendar
The Walt Disney Company put a single asset in front of advertisers: fandom.
Josh D'Amaro, the company's chief executive, used his debut Upfront keynote on May 12 at New York's Jacob K. Javits Convention Center to brand Disney a "category of one" and to argue that what advertisers should buy from the company is not "viewing" but "belonging." It was D'Amaro's first strategic message to the ad market since he stepped into the CEO role in February.