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LinkedIn Looks to Consolidate Its Marketing Efforts With 2 to 3 Creative Agencies

Sources say the company is in talks with at least 5 shops

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LinkedIn Looks to Consolidate Its Marketing Efforts With 2 to 3 Creative Agencies
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LinkedIn is in the process of consolidating its global marketing efforts with two to three creative agencies in the coming year, according to reliable industry sources.

Several people with knowledge of the situation, who spoke to Adweek under the condition of anonymity, said LinkedIn has historically maintained a long list of creative shops on its roster—although it is unclear how many—but now looks to work with a much smaller group. Sources noted that the California-based professional social networking service is in talks with at least five agencies, some of which will be cut.

It is not entirely clear which five agencies LinkedIn is speaking to, but Pereira & O’Dell was named by sources as one the company is likely to contract.

A spokesperson for the San Francisco independent agency declined to comment.

“Our model depends on trusted agency partners from around the world,” a LinkedIn spokeswoman said in an email to Adweek. “We’ll also continue to explore conversations with new agency partners as new projects arise and our business needs evolve.”

The agency consolidation was sparked a few months ago but is not part of a formal review, according to the people close to the matter. It comes roughly a year and a half after LinkedIn was acquired by Microsoft for $26.2 billion.

LinkedIn spent $27.9 million on measured media in the U.S. in 2016 and only $5.8 million in the first half of this year, according to a Kantar Media report. It is unclear whether the company plans to expand its budget in 2018.

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