The Walt Disney Co.’s Disney-ABC

Jan 9, 2005  •  Post A Comment

The Walt Disney Co.’s Disney-ABC Television Group has named Eleo Hensleigh its first chief marketing officer, a newly created position. Ms. Hensleigh’s title will be chief marketing officer and executive VP of marketing and brand strategy. Ms. Hensleigh, a former executive VP of worldwide brand strategy for Disney-ABC Cable Networks Group, will oversee the marketing, advertising, research, media planning, synergy, creative services and promotion divisions. Previously, she was responsible for developing and managing the brand strategy for each of Disney-ABC Cable Networks Group’s domestic basic cable channels. Ms. Hensleigh’s involvement with ABC resulted in an approach in which the network focused resources among new shows “Lost,” “Desperate Housewives” and “Extreme Makeover: Home Edition.” “This strategy can float all boats,” Ms. Hensleigh said. “It’s a similar mindset to a cable perspective. Once you got them watching one or two shows, you can convert them to the rest of the schedule.”