Twitter Inc (TWTR)

[MissionIR]

Twitter Uses War Room to Coax Marketers Into Spending


http://dtn.fm/Bb8r

Twitter is building up a war room to coax marketers into spending around big events. The top general is Ross Hoffman, director of brand strategy.

Mr. Hoffman joined Twitter in 2010, long before its IPO and when its ad products were in their infancy. Before that, he worked on business development and strategic partnerships with YouTube, overseeing the video platform's live-streaming strategy. At Twitter, he now also manages Hatch, a program launched in February that sits the company's ad team with marketers to devise a game plan in advance of a large public moment, when tweets are expected to pour in.

Mr. Hoffman spoke with Ad Age at Twitter's San Francisco headquarters. The interview has been edited for brevity and clarity.

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