LinkedIn picks network for $97 million global media account

LinkedIn has appointed Publicis to its global media account after a closed process.

The account covers several markets including the UK and the US.

Publicis was the main incumbent in the US and successfully defended the account, adding further markets to its brief.

Dentsu was the incumbent on the UK division and several other markets, including digital in the US.

According to COMvergence, LinkedIn’s global media spend last year was about $97.5 million (£75.5 million): $40.7 million (£31.4 million) was accounted for by the UK and $14.3 million (£11 million) by the US.

LinkedIn is the latest in a winning streak for Publicis; it has also secured media accounts for Santander, Lego, Sky and L'Oréal within the past 12 months. For each of these wins, Publicis has favoured the use of bespoke “Power of one” units to handle the accounts, including Publicis Flame for Santander (media and creative) and Publicis One for Lego.

In March, Publicis also scooped the North American portion of the Coca-Cola media account from its biggest rival, WPP.

Campaign has contacted LinkedIn, Publicis and Dentsu for comment. They had not responded to the request at the time of publication. 

LinkedIn gained a new global chief marketing and strategy officer, Jessica Jensen, in January this year following the departure of Melissa Selcher in May 2024. 

Creatively in the UK, LinkedIn works with VCCP London.

The agency’s latest work for the brand, “Got itchy feet?”, debuted in February.