The world’s largest ad agency no longer considers Twitter a “high risk” platform now that Linda Yaccarinoc – the former head of advertising at NBCUniversal – is lined up to replace Elon Musk as CEO of Twitter. According to sources who spoke to Financial TimesWPP-owned GroupM removed the “high risk” classification on Monday, and informed its clients that the firm was “cautiously optimistic” about Yaccarino’s appointment.
According to Financial Times, GroupM is waiting for Twitter’s senior leadership team to be replaced and for the level of offensive content on the social media platform – which has increased under Musk’s leadership – to “return to normal.” GroupM is reportedly working with Twitter to improve “brand safety” to prevent ads from appearing alongside problematic content.
GroupM denies the Financial Times‘ request for comment. We’ve both reached out to confirm details within the report and will update this story when we hear back.