LinkedIn taps Publicis for $97 million global media account
By Felicia Nwosu
LinkedIn has awarded its global media account to Publicis following a closed review process that involved multiple markets.
Publicis, which previously held the U.S. account, successfully defended its position while expanding its remit to include key regions such as the UK.
The decision marks a strategic shift, consolidating LinkedIn’s media partnerships under a single agency.
According to COMvergence, LinkedIn’s global media spend reached approximately $97.5 million last year, with $40.7 million allocated to the UK and $14.3 million to the U.S.
This move underscores LinkedIn’s commitment to strengthening its media strategy and optimizing its global presence.
Publicis has been on a strong winning streak, securing media accounts for major brands such as Santander, Lego, Sky, and L’Oréal over the past year.
The agency’s success is attributed to its ‘Power of One’ model, which creates tailored solutions for clients. This approach has helped Publicis secure significant wins, including the North American portion of Coca-Cola’s media account, previously handled by WPP.
LinkedIn’s decision to consolidate with Publicis comes as the platform continues refining its marketing strategy. The move follows the appointment of Jessica Jensen as LinkedIn’s Chief Marketing and Strategy Officer in January, signaling a renewed focus on global brand positioning.
While Publicis and LinkedIn have confirmed the partnership, Dentsu, which previously managed LinkedIn’s UK and other market divisions, has not commented on the outcome of the review.
Adnews reported that the partnership is expected to enhance LinkedIn’s ability to reach its professional audience more effectively, leveraging Publicis’ expertise in media planning and execution across multiple regions.
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