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CANNES, France—Brands know they want to be on Twitter, but they don't always know what to say. That's where Twitter's Ross Hoffman and his team come in.
Hoffman, Twitter's director of global brand strategy, helps advertisers plan big missions on the platform. The brand strategy team puts in months of groundwork for precision campaigns that are then executed in short order. What looks like a real-time marketing effort is often the result of long-term, painstaking work.