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

New global agency lead Stephanie Prager to focus on video

Prager will now be responsible for managing all partnerships with global holding groups. Getty Images

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.

Stephanie Prager

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.

One of the offerings Twitter launched in October to help in this space is #Fuel, an arm of its in-house brand strategy services. The new hub aims to provide quick and efficient responses to creative briefs for both agencies and clients. Its team has recently produced six-second ads customized for brands like Converse and Macy’s while helping marketers navigate a suite of custom products like embedded video, chatbots and auto-response campaigns.

Prager said she will also place greater emphasis on fueling experiences and collaborations between brands in 2018. She pointed to an example of this from last year, when Wendy’s provided a unique way for NCAA fans to fill out their March Madness brackets. The effort was executed entirely through Twitter’s direct messaging feature using the hashtag #WendysBracket.

“We’ve always had exceptional relationships with our agency partners, but I’d love to see us go deeper,” Prager said.

The new global lead replaces David Roter, who was appointed director of agency development in 2012 and is no longer with the company. Prager herself joined Twitter in 2013 after serving as managing partner at MEC and vice president of MediaVest U.S.

@kitten_mouse Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.