Magazine article Marketing

My Month: Anna Hill

Magazine article Marketing

My Month: Anna Hill

Article excerpt

The Walt Disney Company UK's chief marketing officer aims to end 2015 on a high with the launch of the new Star Wars movie, while ensuring partner brands get the most from their tie-ins with the film's release.

The great thing about working at Disney is the sheer range of initiatives that you get to work on in any given month. It's fascinating, hard work and a complete whirlwind - and this autumn was no exception.

The end of the summer holidays always brings the annual challenge of getting back into the swing of things after a lovely family break. So the first job in September in our family was getting my daughter settled into senior school for the first time. There were probably more nerves on my side, but it went well. With both her and my older son now up and running at school, it feels like a big, important job done. From a work perspective, this is a key time for us. Our fiscal year starts in October, so we have been busily buttoning down our plans for next year as well as trying to finish this year on a high. We've had an amazing year - the best ever in the UK - so that's a great place for us to be.

Away from fiscal planning, we've had some glamour too. We held a fantastic photography exhibition in Soho for Minnie Mouse - Minnie: Style Icon - in partnership with the British Fashion Council during London Fashion Week.

Curated by Georgia May Jagger, it looked at Minnie's influence on fashion and popular culture throughout the ages, with some amazing Minnie-inspired images and memorabilia on display. It was 18 months in the making and a huge success, with a great turnout on launch night.

Our fashion focus is also continuing with a project for Star Wars: The Force Awakens. It's a busy time for us with the movie launch set for December, and we have lots of projects to build the excitement.

We held a great event on 4 September (also known as 'Force Friday'), where consumer products for the new movie were released globally. Disney Stores and other retailers opened their doors at midnight so fans could get their hands on the new Star Wars toys. At our Disney Store on London's Oxford Street, people were queuing up around the block, and two of the stars from the film, Daisy Ridley and John Boyega, came along to meet the fans - it was a fantastic night. …

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