LinkedIn has officially transitioned its global media business to Publicis Media, marking a significant shift in its advertising strategy. This decision comes after a closed review process and ends LinkedIn’s previous partnership with Dentsu, which had managed its media strategy in key markets, including the United States.

Key Details of the Transition

Publicis Media will now oversee LinkedIn’s global media planning and buying efforts, taking charge of a substantial media budget estimated at $220 million for 2024, as reported by COMvergence, a firm specializing in media agency spend estimates.

This move follows LinkedIn’s recent appointment of R/GA as its global strategic creative agency for LinkedIn Ads, indicating a broader strategy to revamp its advertising approach.
Specific details about the agreement between LinkedIn and Publicis Media remain limited, but the transition is seen as a strategic consolidation aimed at enhancing operational efficiency and creative output.

Dentsu had been responsible for managing LinkedIn’s media strategy across various markets, particularly in the U.S. and the U.K. The shift to Publicis Media signifies a new direction for LinkedIn as it seeks to leverage Publicis’ extensive capabilities and resources in the competitive digital advertising landscape.

Publicis Media has been recognized for its strong performance in recent years, posting 6.3% organic growth in Q4 2024 and securing major accounts such as Hershey, Yum Brands, and Nestlé. The agency has been at the forefront of new business wins, alongside Omnicom Media Group, collectively accounting for nearly one-third of the global media spending reviewed in 2024.

This strategic move is expected to enhance LinkedIn’s advertising effectiveness as it aims to connect with its audience more meaningfully through improved media strategies. By partnering with Publicis Media, LinkedIn is positioned to tap into innovative advertising solutions that can drive engagement and brand loyalty.

The transition of LinkedIn’s global media business to Publicis Media marks a pivotal moment in the platform’s advertising strategy. With this change, LinkedIn aims to strengthen its market presence and improve its advertising effectiveness while embracing new creative opportunities.

Key Highlights:

• LinkedIn shifts its global media business to Publicis Media, ending its partnership with Dentsu.
• Publicis Media will manage an estimated $220 million media budget for 2024.
• The transition follows LinkedIn’s appointment of R/GA as its global strategic creative agency.
• Publicis Media has been recognized for strong growth and securing major accounts.