WPP founder says sweeping changes do not ‘translate for risk-averse advertisers’
Media guru Sir Martin Sorrell has urged Elon Musk to “engage” with and listen to Twitter’s fleeing advertisers, as he warns many will adopt a “wait and see” approach to the platform until the billionaire’s plans become clearer.
Sir Martin, who founded WPP and now runs S4 Capital, said advertisers “hate uncertainty” and would be put off by the current storm of chaos at the technology giant.
Mr Musk is battling to prevent an exodus of Twitter’s customers, triggered by pressure from campaign groups and concerns at top brands about the new “direction” of the platform.
Sir Martin told The Telegraph: “The big variable is Elon Musk. Advertisers don’t like controversy, so most will adopt a wait and see attitude until he is clearer. They hate uncertainty.”