Mumbai: LinkedIn has appointed Publicis as its global media agency following a closed review process. The mandate spans multiple key markets, including the UK and the US, reinforcing Publicis’ dominant position in the global media landscape.
Publicis was already the primary incumbent for LinkedIn’s media business in the US and successfully defended its position while expanding its remit to cover additional markets. Previously, Dentsu managed LinkedIn’s media operations in the UK and several other regions, including digital media in the US.
According to COMvergence data, LinkedIn’s global media spend in the past year amounted to approximately $97.5 million (£75.5 million). Of this, $40.7 million (£31.4 million) was allocated to the UK, while $14.3 million (£11 million) was spent in the US.
This latest win continues Publicis’ recent streak of major global account acquisitions. Over the past 12 months, the agency has secured media responsibilities for high-profile brands, including Santander, Lego, Sky, and L’Oréal. For each of these accounts, Publicis has leveraged its bespoke “Power of One” model to deliver integrated media and creative solutions. Notably, the agency created Publicis Flame to oversee Santander’s media and creative strategy, while Publicis One was designated for Lego’s media operations.
The LinkedIn account win underscores Publicis’ continued strength in global media planning and buying, further solidifying its position as a key player in the advertising industry.
