By Sarah Vizard

Speaking at the IAB Engage conference, Hill said Disney uses the ‘Brand Desire’ index, which measures how users think, feel and act towards brands to find other companies with similar characteristics that it could collaborate with before it engages in conversation with them. She highlighted the work Disney did with Vodafone on Frozen last year as well as its deal with Sky.

Ideally brands will also be able to fit in with Disney’s renewed push on healthy living. It is now more Read full story ›

Source: Marketing Week