As an advertising executive at NBCUniversal, Linda Yaccarino said network television was the only safe place for advertisers to go. Will she be able to sell the opposite message as the CEO of Twitter?
to associate with. Ironically, the general thrust of this sentiment—that social media platforms are too unstable for blue-chip brands—is one that Yaccarino herself spent years fostering as NBCUniversal’s chief advertising executive., not that long ago, Yaccarino was arguing that the unpredictable user-generated content on social media is far more hazardous to advertisers than network television.
Now steering Twitter through its advertising apocalypse, she will have to approach the same brands with the opposite argument. Yaccarino, a veteran of NBC and Turner Broadcasting, will have the advantage of having decades of industry relationships. But it will still be a tough sell.
since being named CEO, Yaccarino promised to help “build Twitter 2.0,” alluding to the amorphous vision of the company Musk has touted. “Looking forward to working with Linda to transform this platform into X, the everything app,in a Friday tweet, noting that Yaccarino “will focus primarily on business operations, while I focus on product design & new technology.
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