As Twitter CEO, Yaccarino will likely be tasked with serving to restore advertiser religion in a platform that has grown more and more destabilized since Musk’s rocky takeover. In line with a Bloomberg report, Twitter promoting {dollars} plummeted 89% since Musk purchased the platform and income dropped by half.
If anybody can assist restore advertiser confidence in Twitter, it’s going to possible be Yaccarino. Longtime promoting business vet Lou Paskalis tweeted that Yaccarino “could be my first selection, and my solely selection, to save lots of the platform from the palms of its proprietor.”
Following the upfronts, the Cannes Lions Worldwide Competition of Creativity is the subsequent massive occasion on Yaccarino’s shopper calendar. The 6-week begin date hinted at by Musk would come on the finish of Cannes Lions, which begins June 19. Yaccarino and her NBCU crew have lengthy had a big presence on the pageant. Twitter, too, has for a few years constructed a Cannes activation to drum up advertiser assist. Neither NBC nor Twitter have but to announce their Cannes 2023 plans.
One other massive NBCU exit
Yaccarino would turn into the second main NBCUniversal exec to depart the corporate within the final month. CEO Jeff Shell was fired in April following what was described as “an inappropriate relationship with a girl within the firm.” Shell’s senior crew, together with Yaccarino, now studies to Comcast president Mike Cavanagh.
Following Shell’s exit, an NBCU spokesperson beforehand informed Adweek that the previous CEO possible wasn’t going to play a significant position on this 12 months’s occasion anyway, with Yaccarino, Mark Marshall, president, promoting gross sales and shopper partnerships and Susan Rovner, chairman, leisure content material, NBCUniversal Tv and Streaming, already set to run the present. It stays to be seen if Yaccarino’s position in Monday’s presentation will change following the Twitter information.
Additionally unclear is whether or not Yaccarino would stay at NBCUniversal to supervise one ultimate upfront negotiation earlier than departing for Twitter.
One other query mark: who will step in to supervise advert gross sales at NBCUniversal following Yaccarino’s departure. Yaccarino restructured her advert gross sales crew in January, following the exit of advert gross sales president Laura Molen. At the moment, Marshall was given an elevated position, and is now solo lead of NBCUniversal’s upfront negotiations.
