Apple could be the next major company to pull ads from Twitter.
In an internal memo obtained by The Verge, Omnicom, one of the world’s largest advertising agencies, recommended that its clients pause advertising on the social media platform. According to the agency, the company is currently in a state of instability which will cause a lot of brand safety risks to its customers.
The memo, titled “Twitter – Ongoing Brand Integrity Concerns,” tells its customers to pause advertising on the platform for the short term, but doesn’t explain exactly what short term that means. I think it’s up to Twitter and Elon Musk.
Specifically, the agency said there was “evidence that the risk to our clients’ brand integrity has risen sharply to a level that most people would find unacceptable. We recommend pausing activity on Twitter in the short term until the platform can demonstrate that it has reintroduced safeguards to acceptable level and has regained control of its environment.”
In addition to Pepsi and McDonald’s, Apple happens to be one of Omnicom’s customers, so Twitter could see Apple pull ads from the platform for the time being.
The ad agency’s recommendation appears to be due to Twitter’s inability to guarantee the brand integrity it wants for its clients. The memo says the company has “formally requested Twitter to assure us that these issues will not impact compliant processes, operations, products, brand integrity, and customer investment on the platform in any way.” However, since the company lost most of the people working on it through resignations and layoffs, “Twitter was unable to provide these assurances.”
That’s just one thing that happened to Twitter today. The company also relaunched Twitter Blue after the platform was plagued by impersonation accounts. It did indeed bring back the gray “Official” badge to address the issue, something Musk launched and then removed, saying Twitter Blue would be a “better equal.”