The esteemed executive was honored with the inaugural Entertainment Marketing Icon Award at Variety's Entertainment Marketing Summit.
From Glee to The Golden Bachelor, Empire to Dropout, Arrested Development to Abbott Elementary, 24 to 9-1-1, Shannon Ryan has played an important role.Countless TV launches
A series spanning the past 30 years.
Currently President of Marketing for Disney Entertainment Television, Ryan is responsible for marketing, promoting and communicating an unprecedented portfolio of over 200 active series at any given time across Disney+, Hulu, ABC, Disney Channel, Onyx Collective, Freeform and other platforms. I am supervising. In recognition of Ryan's accomplishments at the Fox and Mouse House and his commitment to mentorship programs for girls and young women, his executive received Variety's inaugural Entertainment Marketing Icon Award. did. The award was presented as part of an awards ceremony on April 24th. varietyAnnual Entertainment Marketing Summit hosted by Deloitte at the Beverly Hilton.
Mr. Ryan praised the strength of Disney's team and the creative spirit that propels the company's work across a variety of platforms and around the world.
“We pride ourselves on being true collaborators and partners with creators,” Ryan said during a Q&A with Cynthia Littleton. varietyCo-editor-in-chief of “. “We met with them early. We also have team meetings and strategy meetings. One of our biggest goals is to be the best storyteller for storytellers. And whether that's the trailer or not. , whether it's key art or a 30-second spot, we have to sell that show in a way that the creators are proud of, and we're proud of, too. It is our responsibility to make it possible.”
Friends and colleagues say Ryan is a rare combination of a skilled strategist, a detail-oriented leader and a natural person who builds strong relationships with talented people.
“Shannon is one of the most innovative and inspirational marketers in the industry, responsible for many of the most memorable and award-winning campaigns of our time,” said Dana Walden, co-chairman of Disney Entertainment. I am. “Her relentless pursuit of excellence is reflected in the incredible team she has built at Disney Entertainment Television. It has truly been a gift to partner with her for so many years.”
The challenge of working on such a wide range of programming, now for a truly global audience, is what drives Ryan at this stage in his career.
“The most energizing part of this job is working on such a diverse range of content,” Ryan said. “An average morning would involve looking at a spot for 'Bluey,' then approving the media plan for 'The Kardashians,' then meeting with the producers of 'Only Murders in the Building.' You can spend your time looking at one of the actors from “Morning America'' and examining the key art concepts for “The Golden Bachelorette.'' And it was all done before 11am, so it was going to be a very cool morning. ”
Ryan points out that the scale and volume that Disney is currently producing requires a different level of management to keep everything in sync.
“I think these jobs are often similar to coaching baseball,” she says. “We want to make sure we have the right people, put them in the right positions, give them the right vision and direction, and trust them to do their best so they can come out of the situation. ”
Ryan joined Fox just one year after graduating from Loyola Marymount University in Los Angeles, where she worked as a publicist for “The Simpsons,” then and now the network's cornerstone series. She rose steadily through the public relations and marketing departments, becoming a key member of the senior management team that made 21st Century Fox a powerhouse in television under the leadership of Walden and former FOX Television Chairman Gary Numan. solidified. In 2019, after Fox was sold to Disney, Ryan was part of the team brought in to lead the expansion of Disney's television and streaming business.
Hulu President Joe Early was also a key member of the Fox team, working closely with Ryan, first as a supervisor and now as a colleague. “Shannon is one of the most talented people I know,” says Earley, who says she has a knack for balancing “business acumen” with “a sense of creative adventure.” He points out.
As a marketer, “her showmanship and ability to leverage pop culture allows her budget to have more impact,” Early adds. “Add to that the fact that she's an inspirational leader and colleague, and one of the funniest people I've ever met, and I think she's been phenomenally successful in every way.” It's easy to see why.”
In his keynote, Ryan discussed the complexities of marketing across platforms for linear and streaming audiences. Social media is also important for reaching fans, but it's complicated.
“Social is one area where we want to speak to our audience on TikTok in a different way than we would on Instagram or Pintrest. We try to be very strategic about where we place our spots. “Only Murders in the Building ” might do a comedy spot on one platform, or a mystery-driven spot, or a praise spot. We strive to get them in front of the right audience at the right time and get them seen. ”
Strategies for developing marketing campaigns are more complex than ever, influenced equally by creative instincts and data. Ryan said his most satisfying accomplishment was helping launch a game-changing show and coming up with a simple promotional idea.
“Every once in a while you get a big show with a big star, and it's totally baked and you know it's going to be a hit,” Ryan said in his keynote address. “The shows that stand out to me are the ones that are great, that are believable, and that are so special and original,” Ryan said, adding that they are even more difficult to introduce to viewers, adding that their signature He cited Fox's “Glee” as an example. .
“It was a show where a bunch of high school kids would burst into song in the hall singing 'Don't Stop Believin'. And it was a show that we loved so much and believed in,” she said. “We've put a lot of effort into making sure this show is a success. That campaign was one that I'm very proud of.”