LinkedIn has reportedly chosen Publicis Media to manage its global media planning and buying, according to Adweek. The decision follows a closed review process, marking a shift from Dentsu, which previously handled the social media platform’s media strategy in key markets, including the United States.
A strategic move for LinkedIn
With this appointment, Publicis Media is expected to oversee LinkedIn’s media planning and buying operations worldwide. While specific details regarding the scope of work remain undisclosed, this move aligns with LinkedIn’s broader efforts to refine its marketing and advertising approach.
The announcement comes shortly after LinkedIn selected R/GA as its global strategic creative agency for LinkedIn Ads, signaling a comprehensive overhaul of its marketing partnerships.
Publicis Media strengthens its portfolio
The addition of LinkedIn further expands Publicis Media’s growing client base. In 2024, the network dominated global new business rankings, according to COMvergence’s Global New Business Barometer.
Publicis Media secured $5.8 billion in incremental billings, with major account wins including Hershey in the U.S., Yum Brands and Nestlé in China, and global partnerships with Spotify and The LEGO Group.
Furthermore, the network emerged as a leader in global media new business acquisitions, alongside Omnicom Media Group. The two agencies accounted for nearly one-third of the $39 billion in media spending reviewed globally in 2024.
With LinkedIn now under its umbrella, Publicis Media is set to further consolidate its position as a dominant force in the global media landscape.
