Disney Builds Its First Company-Wide Creative Agency — Named 'Main Street' After the Park Icon
The Walt Disney Company has launched Main Street, its first unified, company-wide creative agency, with Carrie Brzezinski-Hsu installed as Head of Creative Execution. Named after Disneyland's Main Street, U.S.A., it folds in-house shops Yellow Shoes and The Hive into a single marketing hub under Chief Marketing and Brand Officer Asad Ayaz.
The Walt Disney Company has launched its first company-wide creative agency — and in a very Disney touch, it borrowed its name from one of the most beloved addresses in the parks. Main Street is now live, with veteran creative executive Carrie Brzezinski-Hsu installed as its Head of Creative Execution, overseeing the talent and production behind Disney's biggest marketing campaigns across film, sports, parks, and consumer products.
A New Creative Hub Named After Main Street, U.S.A.
For Disney fans, the name lands with intent. Main Street, U.S.A. is the very first land guests walk through at Disneyland and every Magic Kingdom-style park around the world — the welcoming, turn-of-the-century thoroughfare Walt Disney designed as the emotional on-ramp to the rest of the park. Borrowing that name for a marketing agency signals exactly what Disney says it's going for: a single, shared entry point where the company's storytelling begins.
In her role, Brzezinski-Hsu oversees the creative talent and production behind Disney's biggest campaigns and some of the world's most recognizable brands and franchises — spanning entertainment, sports, experiences, consumer products, and more. She will also continue to oversee ESPN's Creative Studio, a sign of how broadly the new agency reaches across Disney's businesses.
Key Details
- What: Main Street — Disney's first company-wide creative agency
- Who's leading it: Carrie Brzezinski-Hsu, Head of Creative Execution
- Reports to: Asad Ayaz, Disney's Chief Marketing and Brand Officer
- Built from: Yellow Shoes and The Hive, Disney's in-house creative shops
- Named after: Disneyland's Main Street, U.S.A.
From Yellow Shoes and The Hive to One Unified Agency
Main Street didn't appear overnight. The groundwork was laid last year, when Disney began bringing its in-house creative agencies — Yellow Shoes and The Hive — together under Asad Ayaz, Disney's Chief Marketing and Brand Officer. That consolidation has now formally morphed into Main Street, designed to merge marketing talent from across Disney's businesses into a single agency model. The goal, per Disney, is to unlock the company's collective creativity through closer collaboration, shared purpose, and a unified approach to storytelling and brand expression — with Main Street acting as the central hub for creative marketing teams across the company.
"Disney has always had extraordinary creative marketing talent across its businesses. What's never existed — until now — is a single place where that talent can come together by design," said Brzezinski-Hsu. "Main Street creates new opportunities for our teams to learn from one another, challenge one another, and create even more ambitious work for the fans we serve."
Ayaz framed the move as a play to Disney's oldest strength. "Disney's greatest strength has always been the power of its stories and brands," he said. "Main Street brings together our world-class creative marketing talent from across the company to unlock new possibilities, strengthen collaboration, and help us create more connected experiences for fans. Carrie is the ideal leader to bring this vision to life as we continue to push ourselves to think bigger, move faster, and better harness the full breadth of Disney's storytelling."
The Buzz
This story is making the rounds because it's a rare look behind the curtain at how Disney sells everything fans love — from Marvel tentpoles to park campaigns. Deadline broke the news exclusively, and it's resonating with fans who caught the Main Street, U.S.A. nod immediately. When a company this large reorganizes how it markets its movies, parks, and sports, the ripple effects show up in everything from trailers to park ad spots.
Why Fans Are Buzzing
On paper, a marketing reorganization sounds like inside-baseball corporate news. But for Disney fans, the details carry real weight. The campaigns Main Street will shape are the ones fans actually experience — the teasers for the next Marvel and Pixar films, the splashy reveals at D23, the seasonal park promotions, and the sports branding across ESPN. A more unified creative engine could mean tighter, more consistent storytelling across all of it.
There's also the symbolism fans can't ignore. By naming the agency Main Street, Disney is explicitly tying its modern marketing identity back to the place where the parks themselves begin. Whether that translates into bolder, more cohesive campaigns is something fans will get to judge in real time — every time a new Disney trailer drops or a fresh park promotion lights up. For now, the company has planted a flag, and it's pointed straight down Main Street.