Author: Sam Bradley

Between U.S. tariffs and a potential recession, marketers are feeling cautious at the moment. Sound bets for their media budgets are welcome.

Sports, however, offers a haven. Live sports has already become one of the last avenues available to marketers pursuing mass audiences. Now, that reliability provides additional reassurance that their media spend is actually going to move the needle.

At least, that’s likely how PwC sees it. The tax and consulting giant has picked a hell of a time to float a refreshed visual identity — its first in 15 years — during a moment when other marketers are parking or postponing big brand campaigns. For PwC, the rebrand and accompanying campaign was 18 months in the making.

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Linda Yaccarino continues to cast X as the anti-media media company — a disruptive alternative to what she and Elon Musk believe is the dusty, broke fourth estate.

It’s a contentious claim, especially in an era when President Donald Trump is once again at war with the press. But sitting for a fireside chat with Anthony Pompliano, creator of From the Desk of Anthony Pompliano, on X at Possible this afternoon in Miami, Yaccarino insisted the platform’s (self-reported) numbers back her up.

According to the platform’s CEO, X has nearly amassed 600 million monthly active users (MAUs) globally — a small increase on the 586 million MAUs that were reported in X’s own tools in January, but not a huge increase on the 570 million MAUs X claimed it had reached back in September 2024.

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