WPP-owned GroupM, one of the world’s top media agencies, has told clients it no longer considers Twitter “high risk”, just days after Elon Musk appointed advertising stalwart Linda Yaccarino as the social media platform’s new chief.
The move marked a push to woo back dozens of major advertisers who deserted the platform over Musk’s unorthodox leadership style and looser content moderation following his $44bn acquisition. The exodus wiped about 50 per cent off Twitter’s $5bn-a-year revenues.
In November, GroupM designated Twitter as “high risk” over its fears about the platform. But on Monday, the agency removed that classification, said three people familiar with the situation, a decision that is likely to encourage its clients to increase ad spending again.
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