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Inside the Disney Marketing Machine: In The Era of Michael Eisner and Frank Wells, by Lorraine Santoli
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The Secrets of Disney's Success
Disney's former Director of Corporate Synergy, Lorraine Santoli, gives a first-person, behind-the-scenes account of how she and her colleagues spearheaded Disney's financial and cultural recovery during the Michael Eisner and Frank Wells era.
When Santoli left NBC to join the Disney team, the studio that Walt built was in a rut. Its leadership was weak, its films forgettable. The arrival of Eisner and Wells brought revolutionary change to how the company operated and, more important, how it marketed its products. The word of the day: synergy.
In Inside the Disney Marketing Machine, Santoli shows you what it was like to reshape a faltering company into today's media juggernaut. Her enlightening anecdotes and stories, along with exclusive contributions from senior Disney management, include:
- Coming up with creative marketing campaigns that led to big box office for new Disney films and a surge in theme park attendance
- Carrying out Eisner's directive to bring synergy to every division in the company
- Creating the tools that underpin Disney's amazing success in cross-promoting its products, from films to theme parks
- Collaborating with celebrities, national media, and Disney's movers-and-shakers to put the Mouse back on top
Come inside the world's most powerful marketing machine and see how Disney really makes its magic!
- Sales Rank: #239246 in Books
- Published on: 2015-07-07
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .42" w x 6.00" l, .56 pounds
- Binding: Paperback
- 184 pages
Most helpful customer reviews
1 of 1 people found the following review helpful.
Recommended to Disney Fans, Leaders, Collaborators and Anyone who Thrives on Creativity
By Adam
Lorraine Santoli's "Inside the Disney Marketing Machine" is a fun and FASCINATING look at promotional and corporate synergy operations within the Walt Disney Company during the era of Michael Eisner and Frank Wells.
The book follows the authors personal career path within the company to tell the incredible (and often humorous) tales behind the inception and execution of some of the Disney parks and studios most remembered publicity events, celebrations and promotions of all time. The recollections and perspectives of others who worked alongside Santoli are also included here.....adding valuable insight and fun.
While the first half of the book focuses on the company's promotional efforts to the outside public; in the second half we follow the author as she accepts the position as Director of the new Corporate Synergy program and is tasked with promoting the company within the company....and finding ways to get the numerous arms within it to work together for the benefit of all. The uphill battle towards accomplishing this is documented here.
In addition to many entertaining behind-the-scenes stories.....readers will also take with them some valuable knowledge on how to get individuals to work together towards mutual success and what can be accomplished with proper communication. It will certainly inspire anyone working within a team of any size or definition to consider putting into practice some of the very strategies responsible for awakening what was essentially a sleeping giant for many years and reviving it into the powerhouse Disney is today.
Highly recommended to Disney fans of all kinds, leaders, collaborators and anyone who thrives on creativity!
2 of 2 people found the following review helpful.
FULL of stories even Disney veterans may not have heard.
By That VO Guy
I got to work with Lorraine both at Disneyland and Disney Studios in the late '80s and much of the '90s. She was one of those cast members who was able to make work time feel like play time. A fantastic executive and a dear friend.
There were stories in this book even I had never heard.
It was a very significant time in the company – as the Eisner-Wells duo was transforming not only the product the company was putting out, but the very way in which things were being produced.
This book does an extremely good job of pulling back the curtain and taking you backstage and into meeting rooms where key decisions were made – as well as those times where someone in charge had an impulsive idea and ran with it without first getting permission to do so (all the way to the White House). That era at Disney is Harvard Business School material. It remains a testament to what creative people can produce when they are given freedom to create.
And no company (to this day) does it like Disney.
Business School-student or Disney fan – you will LOVE this book.
1 of 1 people found the following review helpful.
Should Be Required Reading in Business School
By Tracy-O
I just finished reading "Inside the Disney Marketing Machine" by Lorraine Santoli and strongly believe this book should be required on the reading list of every legitimate communications and business school in the nation. This book was a revelation. It clearly illustrates how the elimination of silos, the application of creativity, and the taking of a long-term view (instead of quarter-to-quarter) can result in considerable revenue growth and significantly increased brand value. There are valuable lessons to be learned within these pages for both small organizations and large corporations alike. If you are a marketer or a communications professional, do yourself a big favor and read this book. A little beneficial pixie dust might just rub off on you.
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