Month: December 2015

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Writing or Producing a Star Wars Story?

Lorraine Santoli

MEDIA ADVISORY WHAT:  Doing a Star Wars story? Disney synergy expert Lorraine Santoli is available for interviews to address Disney corporate cross-promotion from a historical standpoint in light of the massive promotional support of Star Wars: The Force Awakens. WHO:  Santoli, a 20-plus-year former Disney marketing executive and decade-long (1990-2000) Director of Corporate Synergy for The Walt Disney Company, is a well-respected Disney historian and the executive who created the first Disney’s synergy department. In that role she managed all internal marketing communications for over sixty independent Disney business segments bolstering synergy support across the company. She is also the … Continue reading Writing or Producing a Star Wars Story?

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Interview With Lorraine Santoli Airing on TV Confidential Radio

Lorraine Santoli

Author Lorraine Santoli will appear on the next edition of TV CONFIDENTIAL to discuss her book Inside the Disney Marketing Machine, airing Dec. 16-21 at the following times and venues: WROM Radio Detroit, MI Wednesday 12/16 8pm ET, 5pm PT 2am ET, 11pm PT Sunday 12/20 8pm ET, 5pm PT 2am ET, 11pm PT Click on the Listen Live button at WROMRadio.net KHDN AM-1230 KBSR AM-1490 KYLW AM-1450 Billings, MT part of GLN Radio Network Friday 12/18 3pm ET, Noon PT Saturday 12/19 6pm ET, 3pm PT Monday 12/21 3pm ET, Noon PT Share-a-Vision Radio San Francisco Bay Area Friday … Continue reading Interview With Lorraine Santoli Airing on TV Confidential Radio

Marketing, Synergy in Business1 Comment

Will Star Wars: The Force Awakens, Out-Synergize The Lion King?

Lorraine Santoli

According to a story in The Wall Street Journal on Dec. 7, 2015, as The Walt Disney Company planned its campaign for Star Wars: The Force Awakens, Chief Executive Robert Iger had a question for his marketing team: “How much do we really need to do?”  Apparently, the feeling was that Star Wars: The Force Awakens, carries its own marketing weight that brings much to the table on its own. Having been the Director of Corporate Synergy for the Disney Company for a decade in the ’90s, and the author of the new book, Inside the Disney Marketing Machine – in the Era … Continue reading Will Star Wars: The Force Awakens, Out-Synergize The Lion King?

Synergy in BusinessLeave a comment

Profit Boosting Secrets from Inside the Disney Marketing Machine

Lorraine Santoli

The Walt Disney Company is well known for more than just Mickey Mouse.  It is revered in business circles for its masterful marketing expertise.  In particular, how it manages to generate support for individual projects across its vast landscape of diverse business segments.  Silo-busting is routine at Disney and is orchestrated with panache…and perhaps a little pixie dust. Disney’s former Director of Corporate Synergy, Lorraine Santoli, gives a first-person, behind-the-scenes account of how, under the leadership of Michael Eisner and Frank Wells, she and her colleagues ignited a synergy spark within the organization that ultimately generated a firestorm of marketing wins and soaring profits. … Continue reading Profit Boosting Secrets from Inside the Disney Marketing Machine