How Twitter Plans to Evolve Its Partnerships With Brands and Agencies in 2018

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Today Twitter announced that it has promoted head of U.S. agency development Stephanie Prager to head of global agency development, consolidating the two roles.

The move is part of the social media company’s plans to evolve its relationships with the biggest names in the ad industry in the new year. Prager, who is herself a veteran of several major media agencies, will now be responsible for managing all partnerships with global holding groups including WPP, Omnicom, Publicis, Interpublic Groupe and Dentsu.

In her new position, she will oversee the platform’s teams of global leads—each of which is assigned an agency holding group, and its U.S. specific leads, which manage agency partnerships domestically. Previously, the head of global agency development would have only handled the international teams.

“All these people ladder up and report to me,” Prager said. “We didn’t feel like there was a need for another leadership role.”

Prager said her main focus in the new year will be helping agencies and brands tackle their major concerns, like brand safety—an issue that came to light earlier this year when brands found their ads being displayed alongside offensive content on YouTube and other platforms. “A huge focus for us is on video content,” Prager added.
Read more at Ad Week

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