Twitter’s appointment of advertising veteran Linda Yaccarino as CEO has reportedly alleviated concerns for GroupM, the world’s largest ad agency, regarding the platform’s risk level. According to insider sources cited by the Financial Times, GroupM has removed its “high risk” classification for Twitter and informed clients about its “cautious optimism” regarding Yaccarino’s leadership.
GroupM had labeled Twitter as “high risk” in November after Elon Musk’s takeover, advising clients to refrain from advertising on the platform. Concerns included the presence of numerous “verified” users impersonating notable accounts and the departure of Twitter executives. Similar recommendations were made by other advertising agencies, such as IPG and Omnicom Media Group, during that period.
The Financial Times report indicates that GroupM has been awaiting the repopulation of Twitter’s senior leadership team and a decrease in harmful content, which reportedly escalated under Musk’s tenure. The agency is collaborating with Twitter to enhance “brand safety” measures and prevent ad placement alongside problematic content.
When approached for comment, GroupM declined to respond. We are also seeking confirmation of the details mentioned in the report and will provide updates as necessary.
