In a stunning move on the eve of the broadcast upfronts, NBCUniversal sales chief Linda Yaccarino is reportedly set to become Twitter’s new CEO
on the hiring Thursday evening raised eyebrows and hackles over its timing. On Monday morning, Yaccarino is slated to prowl the stage of Radio City Music Hall, making her pitch to 4,000-plus ad buyers. Instead, one of the biggest media companies is left to grapple with its third major crisis of the past two weeks, following the abrupt exit of CEO Jeff Shell and the onset of the writers strike.
Sources immediately reached by Deadline were surprised, to say the least, though a big sign appeared last month when Yaccarino and Musk appeared in a keynote conversation at a conference in Miami. NBCU and Twitter then inked a major ad pact for the 2024 Olympics, an announcement accompanied by bouquet tossing by NBCU, an odd contrast with the dozens of advertisers and media agency execs who had expressed skepticism about Twitter under Musk.
The unpredictable Tesla billionaire acquired Twitter for $44 billion last fall, and advertising has immediately emerged as one of its chief liabilities in a time when Musk has fired most workers and opened the throttle on content many brands find objectionable. While Musk has launched an effort to bring in money via subscriptions, none has gained initial traction.
“She will be starting in ~6 weeks!” Musk wrote, adding, “My role will transition to being exec chair & CTO, overseeing product, software & sysops.”
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