Just over three weeks into her new role as Twitter CEO, Linda Yaccarino has encountered limitations in fulfilling her responsibilities related to advertising due to a contractual agreement with her former employer, NBCUniversal.
Yaccarino, known for her role as head of advertising at NBCUniversal, was brought on by Elon Musk with the expectation of focusing on business operations and boosting advertising for Twitter. However, her ability to engage in public negotiations and advertising discussions has been hindered.
According to The New York Times, Yaccarino has had conversations with Twitter’s advertisers about objectionable content on the platform. Nonetheless, she has been restricted from pursuing advertising deals that could conflict with NBCUniversal’s interests, at least during the initial phase of her tenure, as indicated by three sources familiar with the arrangement.
Despite the advertising limitations, Yaccarino has been involved in repairing the relationship between Twitter and Google, engaging with regulators, and focusing on employee morale. She has organized happy hours, sought to rally employees with mission statements, and increased internal communication.
In her first companywide email, obtained by The New York Times, she emphasized Twitter’s mission to become the world’s most accurate real-time information source and a global town square for communication.
Musk did not make a companywide announcement regarding Yaccarino’s appointment at Twitter. During an internal ad sales meeting on June 12, Yaccarino expressed optimism about Twitter’s advertising prospects, acknowledging the challenges posed by misinformation and toxic content on the platform. She highlighted the need to regain the trust of major brands and engage in “hand-to-hand combat” to persuade them to return.
Yaccarino also conveyed her intention to establish positive relationships with the media, contrasting Musk’s tumultuous interactions. While recognizing Musk as “the boss,” she aimed to cultivate favorable relationships with the media to amplify Twitter’s strategies.
Although Twitter did not make Yaccarino available for an interview, a person close to her mentioned that the noncompete clause likely applied only during her initial weeks at Twitter, while another source suggested that enforcing the clause was challenging for NBCUniversal. The specific expiration date of the clause remains unclear. Elon Musk did not respond to a request for comment.