Paris Hilton’s media company suspends ads on X
Paris Hilton’s media company suspends ads on X one month after agreeingpartnership with the platform.
In just one month after announcing an exclusive partnership with Elon Musk’s X, Paris Hilton’s entertainment company 11:11 Media has pulled an ad campaign from Elon Musk’s X. As a result of concerns about antisemitic and racist content on the site formerly known as Twitter, the brand has halted ad spending on it.
According to Bruce Gersh, 11:11 Media’s president and chief operating officer, the company immediately pulled the campaign from the platform.
Hilton’s decision to pull its advertising is a blow to X and its CEO, Linda Yaccarino, who announced a major promotional deal with Hilton just last month. According to Yaccarino, the deal between Hilton, 11:11 Media, and X was intended to create “a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more.” Both parties agreed to share revenue in the deal.
Former NBCUniversal advertising chief Yaccarino, tasked with wooing wary advertisers back to X despite Musk’s turbulent leadership, described Hilton as “queen of pop culture” and the partnership as “a new era.”
A Hilton spokesperson declined to comment on whether the suspension of 11:11’s ad campaign also meant the end of Hilton’s partnership with X. A spokesperson forimmediately respond.
Hilton remains active on the platform via her personal account, @ParisHilton, where she has amassed 16.6 million followers.
After at least half a dozen brands paused their ad spending on X last week over concerns about pro-Nazi content and Musk’s embrace of an antisemitic conspiracy theory, 11:11 Media decided to pull its campaign.
Other major brands, including Disney and Paramount, followed suit on Friday, but did not specify their reasoning forspending from X.