Image source: Linkedin
LinkedIn has unveiled a new global brand platform titled “The Network That Works for You,” developed in partnership with McCann. Marking McCann’s first major creative assignment for the professional networking platform, the campaign adopts humour as its central creative device, highlighting relatable and often awkward moments from contemporary working life while reinforcing LinkedIn’s role in professional growth.
Running across film, TV, online video, social media, display, out-of-home and audio in the U.S. and U.K., the campaign reflects a strategic shift toward a more grounded and unified brand narrative. According to LinkedIn chief brand officer Heather Hopkins Freeland, the goal was to move away from abstract brand messaging and connect more directly with everyday professional realities.
The campaign centres on two thematic pillars: Grow in Your Career and Grow in Your Business, signalling a more integrated approach to communicating LinkedIn’s value to both individuals and organisations.
Individual spots illustrate these themes through everyday workplace humour. In one business-focused execution, a small business owner runs her company via LinkedIn while employees spend their lunch break sparring with robot vacuum cleaners. Another film shows an employee using LinkedIn Premium to search for a new role after a colleague arrives at work with a cat tucked inside his shirt. A third execution follows a healthcare professional navigating the familiar confusion of a hospital gown, front or back, a moment designed to resonate beyond any single profession.
At a time when social media platforms are frequently facing scrutiny, LinkedIn is also using the campaign to emphasise its distinct positioning as a professional network built around opportunity, connection and career development.
Jessica Jensen, LinkedIn CMO noted “LinkedIn isn’t just a platform people use for work. It’s where culture shows up, conversations happen, and the world of work is shaped in real time.”
By grounding its message in everyday workplace experiences while maintaining an optimistic tone, LinkedIn’s latest campaign signals a move toward more relatable brand storytelling. The platform positions itself not as a solution to every workplace frustration, but as a practical tool that helps people and businesses move forward, turning professional effort into measurable growth.
