Disney truly said “to infinity and beyond” with their latest achievement, after receiving $9 billion in advertising commitments for their 2022-2023 Upfront. 40% of this money is reportedly going to digital and streaming services, which is a clear sign of where the industry (and its investment) is moving towards. 

After working on the key Art Direction for the Disney Upfront event, including branding (logo + color palette), animated assets, prints and key visuals, Raxo would like to extend much needed congratulations to the entire crew from Disney’s Ad Sales team for this record-breaking benchmark, as we look forward to more exciting collaborations with them in the future. 

Rita Ferro, president of advertising sales for Disney Media and Entertainment, stated that the company enters this new chapter securing “substantial” diversity, equity and inclusion ad commitments for the upcoming months, which we hope sets a palpable precedent within our industry. “This marks a historic close to our strongest Upfront ever... I am proud to partner with all of our clients to reach audiences at scale across all screens, and alongside the most premium content”, Ferro said. 

Source: hollywoodreporter.com / adweek.com

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Raxo won a triumvirate of huge clients & grew their boutique agency threefold in a pandemic.

During a pandemic-ravaged year in which many companies unfortunately struggled, Raxo ascended: the independent agency tripled in growth from 2020, and added heavy hitting marquee clients such as Disney, Netflix, Hulu, Amazon and Microsoft to it’s client list. 

In June 2021, Raxo became one of the AOR for Amazon’s Alexa brand social media. “We couldn’t be more excited to connect the personality of Alexa’s AI to as many people as possible through social media. Our creatives’ diverse viewpoints will make this a universally enjoyable experience for all customers,” opines Account Director Meriem Khadraoui. 

"Amazon is committed to promoting diversity and inclusion in how we hire and develop our talent. We seek out agency partners like RAXO who not only deliver at a high caliber, but ensure we’re creating content and considering perspectives which are representative of all customers we hope to serve” says Anali Charbonneau, Alexa Brand and Social Marketing.

Disney commissioned RAXO to rebrand their Digital Ad Sales. “We took a brand associated with the magic it brings to children and transitioned it to a digital model that embraces and connects all 9 new broadcasting and streaming acquisitions including Marvel, ESPN, HULU and FX,” explains co-founder and CEO Marla Gonzalez.

With an expanded client base came a slew of exciting new team members. Growing from 18 to 43 within a year, recent additions include Account Director Meriem Khadraoui (3 years at Google), Chief Talent Office Melisa Fernandez (formerly of Hogarth) and Senior Project Manager Allie Birmingham (formerly of Red Antler). 

To augment this rapidly growing footprint, Raxo launched a completely redesigned website on July 29, 2021 (you’re probably on it right now). Per founder, Chief Creative Officer and recently appointed Awwwards judge Oscar Rivera, “The pandemic brought a lot of uncertainty to the business. We found an opportunity to work on ourselves and strengthen our brand, and that’s reflected in the new site. It also shows how grateful we are for every Raxo team member and for our relationships with our partners.”

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