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Thousands of major global brands are being encouraged by an advertising giant to stop promoting their products on Twitter.
Omicron, a media agency representing 5,000 clients including Apple and Pepsi, has urged its clients to stop advertising on the social media platform for fear of seriously undermining their brand safety.
The move puts further pressure on Twitter’s new owner, Elon Musk, who is fighting to protect the company from bankruptcy.
Musk upended the subscription rollout last week when a crowd of senior executives walked out and employees were told “failure is not out of the question.”
An internal memo to advertisers sent out by Omnicom last week is believed to have warned brands they should “temporarily suspend activity on Twitter” as issues with the launch of the company’s new subscription service “would have a potentially serious impact” on the advertising of companies on the site.
US technology news site The Verge told Omnicom to customers it had “formally requested Twitter to ensure that these issues do not impact our customers’ processes, operations, products, brand safety and compliant platform investments in any way.” but received no response, “apparently due to a lack of senior leadership in these areas.”
Advertisers have severed their partnerships with Twitter since Musk bought Twitter for $44bn (£37bn) late last month and subsequently laid off half of its workforce.
Among the advertisers who dropped out was car brand Volkswagen, as Stephen Fry, Whoopi Goldberg and model Gigi Hadid closed their accounts.
Mr. Musk hopes to improve his company’s finances by giving users the opportunity to spend $8 (approx.
But hours after launching the new initiative last week, scammer accounts have surfaced on the platform posing as Tony Blair and George W. Bush appearing on the app.
The billionaire told Twitter workers that “bankruptcy is not out of the question” as he battles the economic downturn.
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