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A few years ago, Twitter Beach was one of the Cannes Lions International Festival of Creativity places to be. Before it became X, the platform brought marketers from the Palais to the beach for daytime panels featuring Chrissy Teigen, a celeb the company once dubbed the mayor of Twitter, and a nighttime party with performances by Ciara and Steve Aoki. The flag with its iconic blue bird flew next to tech giants like Pinterest, Microsoft and Yahoo.
Nowadays, the beach and Twitter execs are harder to find. Instead of the flashy fireside chats and branded lounges, X’s execs are found behind closed doors at the Carlton, quietly courting marketers and media buyers against a backdrop of lawsuits, Global Alliance for Responsible Media (GARM)’s disbanding and political crosshairs. It’s a clear sign that the platform’s role in the ad ecosystem — and culture overall — has dramatically shifted.
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