A powerhouse of brand strategy at Disney, Marvel and now Universal Pictures, Henry Ong talks to NZ Marketing about how powerful storytelling connects people to brands.
Henry Ong is senior director, theatrical brand marketing & global franchise management, at Universal Pictures. Ahead of his closing keynote speech at Brand Summit 2025, he shares his thoughts on everything from storytelling to Squid Game.
Can you tell us about your career background and expertise, particularly for anyone new to brand marketing?
I’ve spent over 15 years working at the intersection of storytelling, brand building and fan engagement, across Universal Pictures, Marvel Entertainment and The Walt Disney Company. I’ve led marketing and franchise campaigns for blockbuster films like Jurassic World Rebirth, Wicked and Oppenheimer, as well as beloved animation and streaming titles from Pixar, Disney Animation Studios and Marvel.
At my core, I’m a storyteller. Whether it’s launching a film or building an evergreen franchise, I focus on finding the emotional spark that connects people to a story, then help build brand extensions around it.
For those new to brand marketing, I always say it’s less about selling and more about shaping meaning. It’s about knowing what your brand stands for and bringing that to life in a way that resonates. At its heart, it’s all about understanding people, culture and how stories connect globally. I believe those insights can translate in powerful ways, including here in New Zealand.
How do you define a successful brand in today’s evolving landscape?
A successful brand today feels human. It has clarity, purpose and emotional connection. It knows who it is and shows up consistently. The most enduring brands create experiences that people want to be part of, not just products to consume. Whether through content, community or cultural relevance, if people feel something and see themselves in the brand, that’s success.
What trends in branding are you most excited or concerned about right now?
I’m energised by how brand and fandom are blending together. Audiences want to engage, create and be part of the storytelling experience, especially in entertainment. That opens up exciting opportunities for immersive campaigns and community building.
Netflix’s campaign for the final season of Squid Game is a standout example – from pink guards showing up in iconic global locations to large-scale builds like the jump rope game. It blurred the line between viewer and participant and turned storytelling into a shared cultural moment.
At the same time, I’m cautious about brands chasing trends for relevance without substance. When you try to be everything to everyone, you risk losing your voice. Consistency and authenticity matter more than ever.
How important is it for brands to take a stand on social or cultural issues today?
It’s incredibly important, but it has to be authentic. Today’s audiences are sharp and values driven. They can spot the difference between performative statements and real commitment. For a brand to speak out, it must also act – and align its internal culture with its external messaging.
Personally, I’ve led initiatives that lift up under-represented communities, including a STEAM education initiative tied to Jurassic World and a campaign with a youth mentoring organisation tied to Wicked. These aren’t side projects, they’re core to how we build emotional connection and trust.
One myth or common misconception about brand marketing you’d like to debunk?
That it’s just about visuals or taglines. Brand marketing is strategy, storytelling, data, psychology and cultural understanding all working together. The best marketers are not just creative, they’re curious about people. They know how to build trust, navigate ambiguity and connect the dots between what a brand believes and how it shows up.
Which brands are doing exceptional work right now, and what sets them apart?
I admire brands that stay true to who they are while evolving with culture. Apple continues to lead with clarity and emotion. Nike finds powerful ways to activate purpose. And brands like A24 or Duolingo lean into what makes them distinct. You don’t need to be for everyone, you just need to be unmistakably you.
What excites you most about engaging with local marketers in New Zealand?
I’m incredibly excited to be here in New Zealand. There’s such a strong sense of creativity, identity and respect for community here. I’m looking forward to learning how stories and brands connect differently across cultures, and how we can build meaningful bridges between global ideas and local truths.
There’s such a strong storytelling tradition here, and I’m eager to explore how marketing can continue to reflect the values, history and modern creativity of New Zealand. I think marketers here are showing the world how local voice and global vision can thrive together.
You’re passionate about developing future marketing talent across the Asia-Pacific region. Tell us more about that work and why it’s important to you.
I come from a family of refugees who rebuilt their lives from the ground up. Because of their sacrifices, I’ve been able to pursue a career in storytelling and marketing, having a choice for what I wanted to do with my life – a privilege they didn’t have for themselves.
For me, developing future talent is about more than career advice. It’s about painting the possibilities, helping people see that they belong in the room and giving them the tools to lead with confidence and authenticity. My passion for mentorship especially resonates across the Asia-Pacific region, and I believe that building talent pipelines across cultures – especially in under-represented communities – is not just a corporate responsibility, but a competitive advantage in today’s creative economy.
Anything else you’d like to share?
If you’re just starting out, or trying to find your voice, remember this: there’s no single path to success in marketing. You can be analytical or creative, quiet or bold – this industry needs all kinds of thinkers. Lead with empathy, stay curious and let your values shape your work. That’s how meaningful brands, and meaningful careers, are built.
Brand Summit 2025 is on October 9.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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