Linda Yaccarino, whose jump from a longtime exec perch at NBCUniversal to CEO of Twitter on the eve of the upfronts last month still has the industry abuzz, posted a thread to explain the motivation behind the move. “People keep asking me: Why Twitter?” she wrote in the start of the thread (read it below).
In the thread, she doesn’t address advertising specifically, but instead says her main priority is “transforming” the social media company in light of Musk’s longtime calls for fewer restrictions on speech.
Yaccarino officially begins her new role this week, having left NBCU abruptly during rehearsals for its upfront presentation to ad buyers.
From Day 1 atop Twitter, she will face a wide range of challenges, chief among them repairing relationships with advertisers who paused or halted spending on the platform after Elon Musk acquired it last fall for $44 billion. “Have you ever been talking with someone particularly insightful and thought, you should have the freedom to speak your mind”?, Yaccarino wrote. “We all should.
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