In recent months, there has been a noticeable increase in brands using non-traditional approaches – like LinkedIn – to initiate agency searches.
Moya Fry, Senior Consultant and Creative lead for MediaSense and R3, says it’s not surprising to see marketers use LinkedIn to find new agency partners. As the marketing ecosystem evolves, brands are increasingly looking for specialised agencies across areas such as influencer marketing, e-commerce, public relations, and design. As a platform highlighting professional capabilities and domain-specific thought leadership, LinkedIn might seem like a practical avenue for connecting with targeted expertise.
“Behind every great idea is a talented team and the best place to go for talent is LinkedIn. The connections give the search a more legitimate feel versus going out to the public market.”
However, there are limitations to this approach.
“In a fragmented landscape, brands may be more inclined to treat an agency relationship as more transactional, almost ‘shopping’ for agencies as they would a new car or pair of shoes,” Moya said.
In an increasingly complex marketplace, trusted guidance and curated partnerships are more valuable than ever. While platforms like LinkedIn offer reach, it is the quality of the match – and the strategic value it delivers – that ultimately drives success. This is where the value of working with a specialist consultancy becomes clear.
Read the full article on Ad Age here.
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