When Elon Musk recently hired Linda Yaccarino as Twitter’s CEO, he expressed excitement about having someone focus on business operations. However, despite just over three weeks into her new role, Yaccarino has been restricted from working on a key aspect of her job — drumming up advertising for Twitter. The reason behind this limitation is a contractual agreement with her former employer, NBCUniversal, which prevents her from pursuing advertising deals that conflict with their interests. This adjustment comes as Yaccarino settles into her new position and works under Musk, who acquired Twitter last year.
While she is unable to engage in advertising deals, Yaccarino has turned her attention to other areas. She has repaired relations between Twitter and Google, interacted with regulators, and focused on employee morale. Yaccarino has also held happy hours and implemented internal communication strategies to rally workers and boost mission statements. Despite the restrictions, Yaccarino remains enthusiastic about Twitter’s potential to become the world’s most accurate real-time information source and a global town square for communication.
Yaccarino’s noncompete clause with NBCUniversal will expire after a few weeks, according to a source. In the meantime, she has been actively learning about Twitter’s position in the advertising industry and leveraging her relationships to gain insights. Although she missed some high-profile events, such as an interview with Musk and the Cannes Lions advertising festival, Yaccarino has remained focused on other important tasks, including hosting a European Union delegation to test Twitter’s compliance with a new European law.
Despite the restrictions and challenges, Yaccarino has made progress in repairing Twitter’s relationship with Google. She successfully resolved an unpaid bill issue with Google Cloud and persuaded Musk to embrace the new developments. Yaccarino has also made efforts to connect with Twitter’s workforce, organizing happy hours and displaying motivational quotes in the office. Overall, she remains optimistic about Twitter’s future and believes there is an opportunity for growth.
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