A few days ago, Elon Musk announced that Linda Yaccarino, a highly-regarded advertising executive from NBCUniversal, will be the new CEO of Twitter.
A curious nickname stood out as media houses began to come up with details of the new Twitter CEO—“velvet hammer”.
According to media reports, it is her tough negotiating tactics that earned Yaccarino the nickname 'velvet hammer' in the advertising industry. With her negotiating style that is tough and fair in equal measures, she managed to secure some of the biggest ad deals in TV history for her employer, NBCUniversal.
She is also known for how she handles power—with grace and tact.
Sir Martin Sorrell, British businessman and the founder of WPP plc, the world's largest advertising and PR group, had hailed her, calling her "very effective."
Yaccarino is a longtime advertising executive credited with integrating and digitizing ad sales at NBCU. Her challenge now will be to woo back advertisers that have fled Twitter since Musk acquired it last year for $44 billion.
"I've long been inspired by [Musk's] vision to create a brighter future. I'm excited to help bring this vision to Twitter and transform this business together!" Yaccarino tweeted after the appointment of her as CEO was announced.
