LinkedIn has appointed McCann as its new global creative agency of record, marking a significant step in the professional networking platform’s evolving marketing strategy. The move comes shortly after the appointment of Jessica Jensen as LinkedIn’s Chief Marketing and Strategy Officer and underscores the company’s intent to streamline agency partnerships while expanding its global brand footprint.
Confirming the decision, a LinkedIn spokesperson said the company remains committed to exploring fresh creative collaborations to deepen connections with its worldwide community of members and enterprise customers.
The mandate awarded to McCann builds on a series of recent marketing realignments at LinkedIn. Earlier this year, the platform shifted its global media duties from Dentsu to Publicis Media and engaged R/GA to shape global creative strategy for LinkedIn Ads. These changes reflect LinkedIn’s ambition to reposition itself not just as a professional networking site, but as a category-defining brand with a more consumer-facing voice.
As part of the partnership, McCann—an agency within Interpublic Group (IPG)—will take charge of brand creative across key markets. The appointment comes at a critical juncture for IPG, which is undergoing structural changes and preparing for its planned acquisition by Omnicom Group later this year. McCann Worldgroup itself has recently streamlined into four core entities—McCann, Craft, Futurebrand, and MRM—sharpening its focus on integrated creative solutions.
Commenting on the partnership, Amber Guild, CEO of McCann New York, described LinkedIn as a “category-defining brand” and emphasized the agency’s commitment to harnessing creativity for tangible business results. “We see tremendous opportunity to help accelerate LinkedIn’s growth with bold ideas rooted in Truth Well Told,” she said.
Industry estimates from COMvergence place LinkedIn’s global media spend at approximately $250 million annually, with around $110 million in the U.S. alone. The addition of McCann as creative partner signals LinkedIn’s determination to elevate its storytelling, broaden its cultural relevance, and engage audiences in ways that go beyond the traditional scope of professional networking.
