Hellscape or not, many advertisers are seriously reconsidering their plans for Twitter.

The last few weeks have been a dizzying affair for advertisers on the platform, unsure of what Twitter will look like under the management of its new owner, Elon Musk. He tried to address those concerns the day he officially took over, tweeting an open letter to advertisers that said the platform “obviously cannot become a free-for-all hellscape.”

Advertisers to Twitter

Days later, major ad agencies recommended pausing campaigns on the platform as a result of the company’s new leadership and content-moderation strategy.

• As first reported by Marketing Brew, the advertising company IPG, which owns media agencies including UM and Mediahub, sent a detailed email to clients advising a temporary pause on ads on the platform, noting that Twitter “has been silent in any direct communication with marketers and agencies since the transaction closed.” IPG clients include Spotify, American Express, and Johnson & Johnson.
• “The current situation is unpredictable and chaotic, and bad actors and unsafe behaviors thrive in such an environment,” the email read.
• Separately, the Wall Street Journal reported that Havas Media Group, which has worked with companies including Puma, Reckitt, and Kia, had also recommended a pause, and that Musk had “begun meeting with top advertising executives.”

+1: On Friday, Nov. 4, Musk tweeted that Twitter “has had a massive drop in revenue, due to activist groups pressuring advertisers.”

Twitter to advertisers: Musk met virtually with more than 100 ad execs on Thursday, telling them that he intended to speed up the company’s efforts to improve brand safety on Twitter, a marketer on the call told Insider.

Meanwhile, Twitter representatives have sent emails to multiple agencies. Read the full story here.—RB

After two-plus years of operating in the states, the One School is making moves across the pond.

Details: The free, online 16-week portfolio school—created by Oriel Davis-Lyons, head of creative for podcast and talk at Spotify, and The One Club with the aim of lowering barriers to entry for Black creatives in advertising—will begin classes in the UK starting in March.

• WPP will be the school’s launch partner as part of its Racial Equity Programme, in which it’s committed to spending $30 million over three years on internal inclusion programs and external organizations.
• While WPP has also donated to the One School US in the past, Global Chief Creative Officer Rob Reilly told Marketing Brew that its work with the UK school is “a real partnership versus a financial commitment.”
• The holding company confirmed it will provide lecturers and mentors to students, as well as a six-week mentorship program involving two WPP-provided briefs for any students not admitted into the One School UK.

Ez Blaine, founding creative partner at Uncommon Creative Studio, who previously headed up the One School West Coast, will lead the One School UK as head tutor. He said he’s been working with Lyons on how to make it “feel like the One School brand,” but with a “new, international vibe to it.” Continue reading here.—KH

Morning Brew’s Sherry Qin recently talked to BeReal users about what they like about the app and what its future might look like. Read an excerpt below or click here for the full story.

As a user, [Madison] Imig likes the simplicity of this app, but they can’t help but ask the hard question for the company: How could BeReal make money? The app has no promotional content, bars influencer marketing, and turns down social ads. The French social media app is still relying on outside investors for survival. It closed a new Series B funding round and quadrupled its valuation to $600 million. BeReal’s biggest obstacle is one of its primary selling points: the less time a user spends on the app, the less money the company can potentially make.

“What TikTok has figured out is they’ve trained advertisers to advertise on TikTok. It’s not the same ad that you see on Instagram or on Facebook,” Alec Wagley, VP of Influencer Integrations at BEN Group, said. BeReal could also train advertisers.

There are a lot of bad marketing tips out there. These aren’t those.

Coloring book: This infographic was created to teach marketers about color psychology in marketing.

A little bird told us: That this piece (and chart) about “the rise of the blue check” on Twitter feels like a timely read right now.

What’s next: It’s that time of year—here are more than 30 predictions on what social media marketing will look like next year.

Go off, marketers: Only 1 in 5 marketers feels prepared for their future—and a lack of training is to blame. Get the whole story with MarketingProfs’ State of B2B Marketing Training Report 2022 and take the 2023 survey.*

^{*This is sponsored advertising content.}

Ah, November, the most awkward month to be a vegetarian—at least according to this 1950 ad.

Catch up on a few Marketing Brew stories you might have missed.

• Everything we know about what’s happening with advertisers on Twitter
• Brands advertising on Netflix include Louis Vuitton, Subway, and Duracell
• How Nike’s iconic Bo Jackson campaign came to be