X CEO Linda Yaccarino on mission to woo UK agencies in London

X CEO Linda Yaccarino has flown to London to hold talks with UK media agencies amid another brand-safety crisis for the social media app formerly known as Twitter.

Five months after her boss Elon Musk told advertisers to “go fuck themselves”, Yaccarino has held meetings with senior leadership teams at major UK agencies this week amid Hyundai pausing advertising on X after its messaging appeared next to Nazi content.

Clad in all black during meetings on Tuesday, Yaccarino was described by one media executive as a “force of nature” as she talked about the imminent launch of an X “everything app” mooted last year by owner Elon Musk.

According to sources who met with Yaccarino, she addressed last week’s decision by major auto brand Hyundai to suspend advertising on X after a sponsored post from the company reportedly appeared next to antisemitic and pro-Nazi posts.

That news came just days after ad verification company DoubleVerify issued an apology over an apparent miscommunication over X’s Brand Safety rating, which it now claims to be 99.99%.

The former NBC sales executive, who was hired by Musk after his acquisition of Twitter in 2022 to attract major advertisers, wore a biker jacket and two necklaces with identity pendants displaying “free speech” and “mama”.

X’s press team has been approached for comment.

Musk told advertisers to “go fuck themselves” last December if they tried to “blackmail” the company by boycotting the platform over a lack of brand safety.