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Today, minority-owned publishing and media brand Mecenas and Disney Advertising announced the renewal of its strategic content and distribution agreement made last year. It will build on both companies’ commitment to creating multicultural content and reaching diverse audiences.
The renewal comes after the success of the Hulu series Talking Sabor, created by Mecenas, Disney Advertising and Pepsi. The series merged culture, community and cuisine to find success among multicultural audiences in the food genre.
“Our shared commitment to cultural diversity comes across through projects like ‘Talking Sabor,’ which set new standards for what branded content can look and feel like while highly resonating with the viewer,” said Sarah North, partner and CCO of Mecenas, in a statement. “This renewal sets the stage for our strategic distribution partnership to expand and multiply the collaboration.”
The renewed agreement will expand the relationship beyond long-form content, including short-form content, and elevate Hulu’s ad opportunities. The content will integrate short stories with contextually relevant placements, which will emphasize the message across the platform in the Hispanic and Latin American Stories Hub.
Meanwhile, Mecenas will continue creating custom long-form series for diverse audiences to be distributed on Disney platforms. The partnership will allow brands to participate organically in and around these stories to deepen connections with audiences.
Additionally, Mecenas will maintain all intellectual property rights to the produced content, which means all original creators and producers will have full ownership of its work.
“At Disney, we are invested in storytelling that both entertain and reflect the world and communities we live in,” John Campbell, svp of entertainment and streaming solutions, said. “Our expanded relationship with Mecenas allows brands to further their impact with Disney in more meaningful ways by creating content with greater purpose and intention.”
The deal continues Disney’s push toward reaching multicultural audiences, which is integral to the company’s go-to-market messaging in its TV upfront.
As Disney ad sales chief Rita Ferro previously told ADWEEK, “Multicultural is mainstream.”
“When you think today of, whether it’s Latinos or African Americans or LGBTQ+ or women in sports, there are so many ways that you could get involved and be a driver and an innovator as a brand to showcase audiences and the audiences that matter to the consumers that buy your products and services,” Ferro said.
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