![]() She’s leaving just weeks after the abrupt departure of CEO Jeff Shell over a workplace relationship, and it has sidelined her during the most important week of her year, right before the company’s annual upfront pitch to advertisers. Her move comes at an awkward time for the media giant. Her hire could be a lifeline for Twitter, which effectively abandoned its core advertising business when Musk arrived without successfully pivoting to a new one.īut Yaccarino’s ascent may say as much about NBC as about Twitter. Yaccarino is a larger-than-life figure in the ad industry who once referred to herself as the Kim Kardashian of NBCU. ![]() “We’re the only place that consumers can actually completely trust,” she said in an interview at last year’s upfronts. It’s going to take a long time to regain that trust.” “It’s really about the lack of discipline - from a gigantic large-cap company - and the loss of trust. “Let’s be honest: Brand safety is a low bar, and some companies can’t even get that right,” she said onstage at NBC’s upfronts presentation in 2017, referring to her digital rivals. ‘Does this look like a Super Bowl? This is not a Super Bowl.’” She told the Hollywood Reporter that the ability to control content quality gave them an advantage over digital rivals, saying brands liked that their ads would not air alongside controversial video clips online. Yaccarino held up her phone and “exaggeratedly swiped the screen without breaking eye contact. In 2017, she mocked former Facebook CEO Sheryl Sandberg’s comments that they have the equivalent of a Super Bowl every day on cell phones in terms of reach. ![]() In 2016, she touted how much more engaged audiences were with television than Facebook or Youtube. And second, that Musk - who told her in an on-stage interview last month that his commitment to a raucous, wide open platform won’t change - will also bend to her will. First, that her deep relationships in the ad industry will help her persuade them to ignore what she spent the last decade saying. ![]() Linda Yaccarino kept NBC’s advertising business humming through a decade of disruption with a simple, compelling pitch: Platforms like YouTube and Twitter are unsafe for brands.Īs CEO of Twitter, she’ll have to make the exact opposite argument to many of the same marketers. ![]()
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