The pitch was attended by three 4A agencies, including JWT and TBWA, as well as a local agency.
Eric Lee, managing director of JWT Shanghai, could not be reached for confirmation at press time.
A source close to the account told Campaign Asia-Pacific that the pitch was for all media and TV business of Disney in China, but not for the resort, which is targeted to open at the end of 2015.
Disney, the Ministry of Culture's China Animation Group, and Tencent formed a partnership in April. The aim of the National Animation Creative Research and Development Cooperation is to advance the country's animation industry, train local talent and develop original content that will entertain audiences in China and worldwide.
Reported last August, Disney Store has appointed Y&R to handle the launch of its first retail outlet in Mainland China.