WeTransfer has appointed Dara Nasr to lead advertising at the online transfer company.

He succeeds, outgoing Chief Advertising Officer, Natascha Chamuleau and will report in to Chief Executive Officer Alexandar Vassilev.

Nasr joins the company from Twitter where he spent a decade at the social media platform, most recently holding the position as Managing Director of the UK.

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He started his career at the firm in 2012, where he joined as the Head of UK Sales, before being promoted to Sales Director in 2014.

He joined Twitter from Google, where he was the head of YouTube and Display, a position he held for over five years.

Vassilev said: “Dara is a fantastic fit to lead us to the next phase of growth, bringing a diverse set of skills, an unrivaled track record unlocking major collaborations in the industry and a proven ability to build long-term value.

Nasr added:”WeTransfer has always stood out to me for being uniquely positioned as a content platform and advertising player with its distinct digital billboard and global creative audience.

“The company has built a highly trusted industry proposition, which operates at the heart of the world’s biggest digital trends and has all the right ingredients to define the future of advertising. The opportunity is immense and I’m excited to be at the forefront of building on these foundations with the talented team and bring compelling partnerships for major brands around the world.”

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X, formerly Twitter, added over 10 million users in December, the social media giant’s Chief Executive Officer, Linda Yaccarino has revealed.

In a post on X, Yaccarino, who succeeded billionaire owner Elon Musk as CEO in June, made the announcement late last week, however, she did not elaborate on how many users were paying customers.

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She also did not mention how the number compared to an average month.

More than 10 million people have signed up for X so far this December! pic.twitter.com/sW8cN2xM0Y

— Linda Yaccarino (@lindayaX) December 8, 2023

This comes as Musk faced criticism last month after endorsing a post accusing Jewish people of pushing hatred against whites and supporting immigration.

The tweet read: “Jewish communities have been pushing the exact kind of dialectical hatred against whites that they claim to want people to stop using against them.”

In response, Musk said: “You have said the actual truth.”

As a result of the backlash, major brands including Apple and Disney left the social media platform following claims X and owner Musk have encouraged anti-Semitism.

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Aampe

Aampe’s tech turns an apps marketing messaging into a personalized experience through agentic AI that tracks and adapts to each users individual responses, clicks, and subsequent actions in response to each message they receive. Marketers can then collect the insights gained about users within a simple dashboard to understand individual user preferences, behaviors, and motivations. It automates content creation, experimental design, and conversion tracking, to boost user engagement and conversion rates, while reducing the time and effort required to manage traditional rules-based systems.

“AI dramatically alters how we build software, making the older rules engine generation of software increasingly obsolete,” said Aampe Co-founder and CEO, Paul Meinshausen. “Marketers have been forced to define rigid paths for their users that ignore their individuality and diversity. Generic segmentation leads to frustration, reduced engagement, and slower growth. Aampe has created a way for CRM AI agents to iteratively learn user preferences and then adapt and respond to those preferences optimally, unlocking the benefits that better customer experience provides.”

With its latest funding, Aampe has now raised a total of $9.3m since its founding in 2020. It currently serves over 50m users each month. Customers include IntelyCare, PayU, Swiggy, and Zalora.

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Working with UK China manufacturers Duchess China and agencies Carat and Elvis, Cadbury will be selling limited-edition Golden Goobilee commemorative plates on Depop to celebrate Creme Egg’s 50^th anniversary. All plates, which will be sequentially priced from £1 up to £50, will go on sale from 26 March, with all proceeds being donated to The Trussell Trust.

To back the launch, Cadbury has partnered with Carat, LadBible, and Twitter to leverage takeovers, videos, and editorial coverage across LadBible and a heart to remind feature on Twitter. Meanwhile, working with Elvis, the chocolate giant has created a social ad where plates are literally ‘dropped’. Cadbury is also lining up influencer activity.

The 50^th birthday celebrations began for Creme Egg back in January and has seen the brand release a 60-second film celebrating 50 years of ‘EATertainment’, an activation starring Gary Barlow, and a Creme Egg-inspired beer with Goose Island Brewery.

“Cadbury Creme Egg has been loved by the nation for five delicious decades, so we’re excited to launch our limited edition china plates, available to purchase now, for our fans to commemorate the momentous occasion in our final installment of EATertainment this season,” said Imogen Davis, Brand Executive at Cadbury owner Mondel?z.

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The first violation of Twitter’s policies will result in a label being applied to tweets including false information and the possibility of engagements being limited on said tweets, but no account-level action will be taken. The label will read something along the lines of “this tweet is misleading. Find out why health officials consider COVID-19 vaccines safe for most people” and contain a link to official public health information. At first, this labelling will only be applied to English-language content that is in breach.

If an account violates Twitter’s policies for a second and third time, the account will be locked for a 12-hour period on each occasion. The fourth strike will result in a one-week account lock. And the fifth (or more) will mean a permanent suspension.

Twitter hopes that the introduction of the system will help educate its users on its policies and on the truth about COVID-19 vaccines.

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Six months ago, Twitter begun labelling the accounts of ‘key government officials’ and government-linked media outlets but steered clear of labelling any personal accounts. Now, in a change of heart, the app will label personal accounts of world leaders in addition to the institutional accounts it already labels.

Twitter is also going to begin adding more detail to the text displayed in the labels, so its easier to differentiate between individuals and institutions.

“We believe this is an important step so that when people see an account discussing geopolitical issues from another country, they have context on its national affiliation, and are better informed about who they represent,” said Twitter. “We’re also focused on those within the respective administrations underneath the head of state that offer its policy perspective abroad.”

These changes will be implemented on Wednesday 17 February 2021 – a day that will also see the political labels rolled out in Canada, Cuba, Ecuador, Egypt, Germany, Honduras, Indonesia, Iran, Italy, Japan, Saudi Arabia, Serbia, Spain, Thailand, Turkey, and the United Arab Emirates.

China, France, Russia, the UK, and the US were the first batch of countries to see labelling of key government officials and state-affiliated media in August.

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With ‘Birdwatch’, Twitter users are able to identify information in tweets that they believe is misleading and write notes to explain why. Eventually, once there is a broad consensus, Twitter will make these notes visible directly on the problematic tweets.

“People come to Twitter to stay informed, and they want credible information to help them do so,” said Keith Coleman, Vice President of Product at Twitter, in a blog post. “We apply labels and add context to Tweets, but we dont want to limit efforts to circumstances where something breaks our rules or receives widespread public attention. We also want to broaden the range of voices that are part of tackling this problem, and we believe a community-driven approach can help.”

For now, in its initial pilot phase, the feature is only available in the US and notes will only be visible on a separate Birdwatch site. Here, participants will be able to rate the helpfulness of the notes added by other contributors, but notes will not have any impact on how people see tweets or recommendations.

Twitter is also promising transparency from its Birdwatch feature by making all data publicly available and downloadable in TSV files and publicly publishing any code that goes into Birdwatch on GitHub.

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Fleets, which Twitter began trialling earlier this year, enable users to share text, reactions to tweets, photos, or videos to display their ‘fleeting’ thoughts on the microblogging app. These fleets cannot be retweeted, liked, or receive public replies, but can be replied to via a direct message (DM).

Followers can see the fleets of the people they follow at the top of their home timeline, while anybody who can see your full profile can see your fleets on there also. Anybody can tap fleets to send DMs or emojis to the creator of a fleet, if they have their DMs open.

“Fleets are for sharing momentary thoughts – they help start conversations and only stick around for 24 hours,” said Twitter in a blog post. “Through our tests in Brazil, Italy, India, and South Korea, we learned Fleets helped people feel more comfortable joining the conversation – we saw people with Fleets talk more on Twitter. Those new to Twitter found Fleets to be an easier way to share whats on their mind. Because they disappear from view after a day, Fleets helped people feel more comfortable sharing personal and casual thoughts, opinions, and feelings.”

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After more than a year of talks facilitated through the World Federation of Advertisers (WFA)-led Global Alliance for Responsible Media (GARM), the social media platforms have all agreed that they will follow definitions for harmful content as laid out by GARM, work to develop a harmonised reporting framework, open up to independent oversight, and commit to developing and deploying tools to improve advertising placement. The first changes should be introduced this month.

“The issue of harmful content online has become one of the challenges of our generation,” said Stephan Loerke, WFA CEO. “As funders of the online ecosystem, advertisers have a critical role to play in driving positive change and we are pleased to have reached agreement with the platforms on an action plan and timeline in order to make the necessary improvements. A safer social media environment will provide huge benefits not just for advertisers and society but also to the platforms themselves.”

The WFA – whose GARM initiative is supported by other trades bodies including ANA, ISBA, and the 4As – is encouraging all of its members to apply the same advertising adjacency criteria for all their media spend, regardless of channel.

“We are delighted that GARM has made such significant progress in such a short period of time,” said Raja Rajamannar, WFA President and CMO at Mastercard. “I know these discussions have not been easy but these solutions when implemented, will offer more choice and control for advertisers and their agencies by supporting content that aligns with their values.”

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The updated feature would, if you have your primary language set to English, for example, automatically display tweets translated into English without having to manually press a button.  

Twitter has begun the trial for a limited number of users in Brazil. Here, some people will see different languages translated into Brazilian Portuguese and be given the option to return to the original languages with the tap of a button, while the others will see the translation and the original text displayed at the same time. All translated tweets will be labelled as ‘Translated from [insert language] by Google’ or ‘Translated from [insert language] by Microsoft’.

Precisando de legenda? Tá tudo resolvido!

A partir de hoje, estamos testando a tradução automática para Tweets em outros idiomas que aparecem na sua página inicial.

O teste é apenas no Brasil e vale para um grupo limitado de pessoas no iOS e Android. pic.twitter.com/e70SSbhXKc

— Twitter Brasil em ???? (@TwitterBrasil) August 10, 2020

The limited group of Twitter users on iOS and Android are now seeing tweets in different languages with automatic translations by default. Twitter will review the performance of the test and consider expanding availability of the feature to more users in Brazil and to users in other countries.

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