Dinesh Ramachandran Major brands are increasingly using LinkedIn to find agencies, sparking debate about the future of agency selection in the marketing world.
In recent months, large brands like The North Face and Nike’s Jordan have turned to LinkedIn to search for new agencies—a move that has divided the advertising industry. What began as an experiment by a handful of smaller brands has now gained significant traction among industry giants, challenging traditional methods of agency selection.
Some critics, including ad executives, have criticized the process as a “cattle call” approach, arguing that using LinkedIn as a public forum for finding agencies undermines the creative and tailored nature of the agency-client relationship. These critics point to the risk of superficial connections and the potential for brands to overlook agencies that could better suit their needs in favor of those who simply stand out in a crowded online marketplace.
On the other side, proponents argue that the traditional agency selection process is broken. They claim it’s often opaque, slow, and reliant on outdated methods like RFPs and lengthy pitch processes. LinkedIn, by contrast, offers a more direct and efficient way for brands to connect with a broad range of agencies and talent, enabling quicker decisions and increased transparency. With access to detailed profiles and recommendations, brands can discover agencies that may not have previously been on their radar.
The growing trend indicates that brands are becoming more willing to embrace innovative ways to streamline agency searches. While LinkedIn may not replace traditional methods entirely, it represents a shift in how marketing partnerships are formed. The implications for the industry are clear: the future of agency selection may very well lie in more open, data-driven approaches.
