LinkedIn has named McCann as its new global creative agency of record. The partnership will focus on finding fresh, imaginative ways to engage both platform members and business customers. With an estimated global media investment of around $250 million, LinkedIn is looking to strengthen its brand presence beyond its core role as a professional networking platform and foster deeper engagement with consumers. The appointment comes after the company conducted a closed review of its creative account.
“We are proud to be named LinkedIn’s global creative agency of record,” Amber Guild, chief executive of McCann New York, told ADWEEK in a statement. “LinkedIn is a category-defining brand at an exciting moment of growth across both business and consumer audiences. We look forward to advancing their business goals and building brand value through the radical creativity of Truth Well Told.”
The latest move builds on recent shifts in LinkedIn’s agency roster. In April, the platform assigned its global media business to Publicis Media, following the March hire of R/GA as its global strategic creative agency for LinkedIn Ads.
These moves coincide with the arrival of Jessica Jensen as LinkedIn’s chief marketing and strategy officer earlier this year. Jensen now oversees global marketing, brand, and corporate strategy. Before joining LinkedIn, she was CMO at Indeed, where she led brand, communications, product, and acquisition marketing on a worldwide scale.
Earlier this year, McCann Worldgroup streamlined its structure into four core brands, McCann, production arm Craft, brand consultancy Futurebrand, and precision marketing agency MRM. The move comes as parent company Interpublic Group prepares for its acquisition by Omnicom Group, owner of DDB, with the deal anticipated to close later this year.
