Disney is poised to ramp its already booming advertising business. Rita Ferro is behind the push

Rita Ferro at Disney Upfront 2026. Courtesy: Disney Co. As Rita Ferro, Disney president of global advertising, prepared to take the stage at the company's recent upfront presentation, she had actor Paul Anthony Kelly on her mind. Kelly recently portrayed John F. Kennedy Jr. in the limited FX TV series "Love Story," and met Ferro at an earlier event. After a fangirl moment that included an iPhone snapshot, Ferro requested that Kelly introduce her at the annual pitch to advertisers. "That's the Disney difference: trust, innovation and unrivaled fandom. Not just with the stories they tell, but how they operate as a company," Kelly said on stage earlier this month. "And all of this is in large part due to Rita Ferro." "She claims to be my biggest fan, but honestly I think I'm hers," Kelly said. Ferro is a 29-year veteran at Disney and has risen through various roles to the top of its advertising business. That places her at the center of a media industry rediscovering the importance of advertising, as traditional TV, streaming, digital and social platforms all jockey for viewers and ad dollars. While Disney and other media companies held shows in mid-May to dazzle advertisers, the negotiations to lock in commitments are currently underway. Ferro said in interviews with CNBC that she thinks fandom — from sports to entertainment franchises — is key to driving the Disney portfolio and what unites the company's divisions under newly installed CEO Josh D'Amaro. …