social media giant LinkedIn appoints McCann as its new creative agency, marking a significant change in its marketing strategy.
In a significant move, LinkedIn has appointed McCann as its global creative agency of record. The decision, confirmed by a LinkedIn spokesperson, comes after a closed review of LinkedIn's social platform's creative account.
The change follows LinkedIn's shift in media strategy earlier this year. In April, the professional networking platform moved its media business from Dentsu to Publicis Media. This move was preceded by LinkedIn hiring R/GA as its global creative strategic agency for LinkedIn Ads, a decision announced in March.
McCann, a part of McCann Worldgroup, has been under contract since January 2025. The agency reorganized into four brands (McCann, Craft, Futurebrand, MRM) earlier this year, a move that seems to have resonated with LinkedIn's strategic vision.
Jessica Jensen, who joined as chief marketing and strategy officer at LinkedIn earlier this year, stated that the company is exploring new agency collaborations to reach members and customers creatively and imaginatively.
The appointment of McCann is expected to bolster LinkedIn's media spend, with estimates suggesting an annual global media spend of $250 million. LinkedIn's U.S. media spend is estimated to be $110 million.
LinkedIn is a category-defining brand experiencing growth across both business and consumer audiences. The company reported a 6.6% decline in net revenue for the second quarter of 2025, but the appointment of McCann and other strategic moves indicate a continued focus on growth and innovation.
Amber Guild, CEO of McCann New York, expressed pride in being named LinkedIn's global creative agency of record. She stated that McCann New York is looking forward to advancing LinkedIn's business goals and building brand value.
The deal for Interpublic Group (IPG), the parent company of McCann, to be acquired by Omnicom Group is expected to close later this year. This potential acquisition could further strengthen LinkedIn's media strategy and creative collaborations.
As LinkedIn continues to evolve, its partnership with McCann promises to bring fresh perspectives and innovative ideas to the professional networking platform, fostering growth and engagement among its global user base.
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