Disney CEO Josh D'Amaro Pitches 100 Years of Trust at First Upfront

12 articles · Updated · Deadline · May 12

Josh D'Amaro used his first Disney upfront as CEO to tell advertisers the company offers something rivals cannot easily replicate: generations of customer loyalty and emotional attachment.
At New York's North Javits Center, he argued Disney's core asset is "belonging" built across films, TV, streaming, parks and experiences—not something "any algorithm" or capital outlay can create.
The unusually prominent CEO appearance underscored the leadership transition after D'Amaro's February promotion to succeed Bob Iger, a handoff that has drawn favorable Wall Street reviews.
His pitch came as Disney courts brands with a unified advertising strategy and broad 2026-27 slate, while D'Amaro navigates early challenges including layoffs, attacks on Jimmy Kimmel and a collapsed OpenAI deal.

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