Twitter is suffering from falling morale, staff departures and an uphill battle to keep its $4.5bn-a-year advertising business afloat, as its leadership grapples with the fallout from Elon Musk’s on-off pursuit of the social media company.
Company insiders, former staffers and ad industry executives have told the Financial Times that chief executive Parag Agrawal is leading an increasingly fraught effort to keep the company running smoothly amid a legal battle to prevent Musk from backing out of a $44bn deal to acquire Twitter.
Agrawal has sought to spend extra time with advertisers in recent months to answer their mounting concerns, according to multiple people familiar with his thinking.
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