January 13, 1927 – President of Walt Disney Creations S.p.A and Disney Legend Antonio Bertini is Born
“There is always a market. There is never a problem when you give a good product at the right price. And Disney is a very good product.”
On January 13, 1927, Antonio Bertini was born in Milan, Italy. He attended the University of Pavia, and while there he explored market research, a concept that was unfamiliar in Italy at the time, and eventually graduated with a Ph.D. in political science in 1955. Soon after, he joined the Lever Brothers company in Milan as a planning officer, putting his skills to use as he coordinated the operating, marketing, and publicity of the company’s four Italian factories. He joined Walt Disney Productions in 1960, after answering an anonymous ad in a newspaper, as the assistance to Major John William Holmes, the Italian sales representative. Bertini had almost immediate success; he was able to negotiate several new contracts with Italian licensees to create Disney-themed projects, ranging from toys to housewares, and was subsequently promoted to sales manager a year later. At the same time, Bertini was also asked to join the Board of Directors, and after another stellar year, Roy O. Disney personally named Bertini the president of Walt Disney Creations S.p.A. Bertini continued to expand Disney influence in Italy through the 1960s and 1970s, creating educational films for the country and creating over a $1 million in revenue; this success helped lead the way for Disney’s eventual success in the home video market through the 1980s. Bertini was also instrumental in creating a booming publishing division in Italy for the Disney books, comics, and magazines, rather than licensing out the characters to other publishers. After 30 years with the company, Bertini retired from Disney in 1990; he was honored as a Disney Legend in the category of Disney Consumer Products in 1997.