New PR campaign for Disney

Abstract

        Professionals from all occupations can learn how to increase their effectiveness in communication, problem solving, and strategic planning, by modeling the creative genius of Walt Disney.

        Walt Disney was one of the world's all time creative geniuses. By applying his imagination and marketing savvy, he was able to create an empire based on cartoon characters and mythical environments.

MEASUREMENT PARAMETERS

        The challenge was how to do a movie with such themes and make it interesting, romantic, and fun. - Peter Schneider, President of Disney Feature Animation (Pocahontas 35).

        Thomas Schumacher and Peter Schneider are two of the key executives who have re-established the Walt Disney Company as the premier animation studio in Hollywood. Schneider, in particular, became president of Disney Feature Animation in 1985, and since that time has assembled a coterie of first-rate talent and guided the division to a level of unprecedented success, boasting a lineup of recent productions that now includes The Little Mermaid (1989), Beauty and the Beast (1991), Aladdin (1992), The Lion King (1994), and Pocahontas (1995).

        Disney is the film industry's exemplar for creating blockbuster motion pictures, fueling the releases with highly sophisticated advertising and marketing campaigns, and then maximizing profit by licensing literally hundreds of ancillary products. For example, the film The Lion King and its merchandise have already grossed an estimated $2 billion worldwide (Biskind 81). With each subsequent feature, Disney executives try to equal or top their last success.

        Disney's creative success was tow-fold. He had the capability to discover new relationships, look at subjects from new perspectives, and form new combinations from two or more elements. His creativity resulted in the uncovering of technologies that lead to new business ideas.

        One of those ideas was the storyboard. Disney had the mental capacity to create great ideas, the objectivity to...