Twitter is making quite a few changes as the social network struggles to make money and convince both investors and the public that it’s useful for something beyond watching Kanye get trolled by his ex. This week, the company hired a new CMO and (allegedly) a new head of PR from AmEx and Apple, respectively, after announcing that several of its principals had departed via awkward Jack Dorsey jpeg.
The network’s relationship with TBWA is also changing: creative director Chris Ribeiro, who has led the account since last September, is no longer with the agency as of this week.
TBWA’s Los Angeles office won the business last fall after Twitter sought an agency to create its first broadcast campaign and someone leaked the news to Business Insider.
That work, which debuted in October during the World Series, was all about promoting the social network’s latest feature, Moments. (We briefly tried Moments but found it lacking as it’s just a variation on trending topic searches.)
The company has essentially revamped its entire marketing operation amid many articles questioning its future as a viable business and its ability to compete with Facebook, Snapchat and Pinterest–so the change at TBWA does not come as a complete surprise.
Prior to leading the Twitter business. Ribeiro led Nissan for TBWA\Chiat\Day L.A., joining the office in early 2015 after spending three and a half years at Apple/MAL. He was also an EVP/group creative director at Deutsch, where he directed several accounts, and a CD at what is now WONGDOODY.
The agency declined to confirm or comment on Ribeiro’s departure, but we hear the client played a role in the decision.