Apple’s ad agency partner recently sent a memo to its clients to stop campaigns on social media Twitter until the platform establishes safety and trust protocols.
Twitter has been thrown into a mess lately, with verification becoming an issue. People have been impersonating famous individuals and brands, which has caused a lot of problems to surface. Apple ad partner Omnicom suggested that clients not spend any of their advertising money on Twitter in the ‘short term’.
Omnicom Media Group warned its clients about concerns in Twitter’s safety and trust teams, as well as the slew of resignations that have hit the company since Elon Musk took over. The memo said that evidence that shows client brand safety has ‘risen sharply’, and that they recommend pausing activity until the platform has reintroduced safeguards to ‘retain control of its environment’.
Major brands have exited Twitter in terms of ad spend, including United Airlines, REI, Deutsche Bank, General Mills, and more.