WPP-owned GroupM, one of the world’s top media agencies, has told clients it no longer considers Twitter “high risk”, just days after Elon Musk appointed advertising stalwart Linda Yaccarino as the social media platform’s new chief.
Musk last week announced he hired Yaccarino, NBCUniversal’s former head of advertising, to run Twitter while he stays on as chief technology officer and executive chair.
The move marked a push to woo back dozens of major advertisers who deserted the platform over Musk’s unorthodox leadership style and looser content moderation following his $44bn acquisition. The exodus wiped about 50 per cent off Twitter’s $5bn-a-year revenues.
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