R Pal Angela Affinita, Disney’s marketing director, discusses evolving brand storytelling in 2025 and her role as head judge for The Drum Awards for Marketing EMEA.
In an era where consumers are inundated with content, the ability to craft compelling brand narratives has become paramount. Angela Affinita, Marketing Director at Disney Consumer Products, emphasizes that storytelling transcends mere creativity; it’s a strategic imperative that fosters deep audience connections and influences consumer behavior.
As the president of the jury for The Drum Awards for Marketing EMEA 2025, Affinita brings a wealth of experience in leveraging storytelling to captivate audiences. She notes that in today’s media-saturated environment, brands must harness the power of narrative to stand out and resonate with consumers.
Affinita’s tenure at Disney has been marked by innovative campaigns that blend tradition with modernity. A notable example is the “From Our Family To Yours” Christmas campaign, which celebrated Filipino family traditions through a heartwarming animated story. This initiative not only honored cultural heritage but also showcased Disney’s commitment to inclusive storytelling. Affinita reflects on the project, highlighting the collaborative efforts with Flux Animation Studio in New Zealand, which enabled a 24-hour production cycle due to time zone differences. This approach ensured a seamless and efficient creative process, resulting in a campaign that resonated globally.
Looking ahead, Affinita is keen to see how entrants for The Drum Awards will push the boundaries of brand storytelling. She is particularly interested in campaigns that demonstrate a deep understanding of audience engagement and those that utilize emerging technologies to enhance narrative delivery. Affinita believes that the future of brand storytelling lies in the ability to create authentic, relatable content that not only captures attention but also fosters lasting connections with consumers.
