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1 year old“11:11 Media made the decision to immediately pull the campaign from the platform,” Bruce Gersh, 11:11 Media’s president and chief operating officer, told CNN on Tuesday.
The decision by Hilton’s company to pull its advertising is a blow to X and the platform’s chief executive, Linda Yaccarino, who announced a major promotional partnership with Hilton just last month. The deal, which was touted by Yaccarino as a long-term, “official partnership” between Hilton, 11:11 Media, and X, aimed to create “a launchpad for new initiatives in video and live video, live commerce, Spaces, and so much more.” The deal also established a revenue-sharing agreement between the parties.
Yaccarino, a former NBCUniversal advertising chief who has been tasked with wooing wary advertisers back to X despite Musk’s tumultuous leadership, declared Hilton the “queen of pop culture” and described the partnership as “a new era” that would reside exclusively on X.
A spokesperson for Hilton 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 for X also did not immediately respond.
Hilton remains active on the platform via her personal account, @ParisHilton, where she has amassed 16.6 million followers.
The decision by 11:11 Media to pull its advertising campaign from X comes after at least half a dozen brands also paused their ad spending on X last week over concerns about pro-Nazi content and Musk’s embrace of an antisemitic conspiracy theory on the platform.
IBM halted its ad spend on X on Thursday after a report from progressive media watchdog Media Matters showed its ad had run alongside pro-Nazi content on X. Other major brands, including Disney and Paramount, followed suit on Friday, but did not specify their reasoning for pulling their ad spending from X.
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