LinkedIn appoints DDB Sydney to its creative account, launches new #InItTogether campaign
LinkedIn has appointed DDB Sydney to its creative account.
Mumbrella understands DDB won the account earlier this year without a pitch and that McCann, which previously executed LinkedIn’s creative work, will continue working with the brand on its media account.
DDB Sydney has created the latest rendition of LinkedIn’s #InItTogether campaign, which is focusing on how the platform has kept people in jobs during COVID-19.
Shiva Kumar, LinkedIn Australia and New Zealand head of brand marketing and communications, told Mumbrella: “We worked with DDB as our creative agency for the latest #InItTogether brand campaign. They provided strategic and creative direction ensuring that the campaign showcases how LinkedIn and our community can help in the current environment.”
#InItTogether debuted in June 2018 and its second iteration, made by McCann, rolled out in April last year.
The latest campaign features the story of Giselle Jesse who reached out to her LinkedIn network after losing her job due to COVID-19, which led her to securing a job with Neil Edgar who saw her post.
A second campaign video follows astrophysicist Vignesh Murugan who reached out Emma Greenhatch on LinkedIn to connect with a group of farmers in Queensland and aid his agricultural tech start up.
Kumar said of the campaign: “In this distributed work environment, connecting with your community matters now more than ever. The brand campaign is inspired by these everyday stories of our members reaching out to connect with others, generating conversations and gaining meaningful opportunities. Small acts can make a big difference. Our hope with this campaign is that it will encourage more members to reach out and take that first step.”
The campaign will appear on BVOD, social media and digital channels, as well as LinkedIn’s own channels.
Mumbrella has contacted McCann and DDB Sydney for comment.
Credits
LinkedIn
Shiva Kumar, Head of Brand Marketing & Communications
Aprile Wenke, Brand Marketing Manager
DDB
Tara Ford – Chief Creative Officer
Matt Chandler – Deputy Executive Creative Director
Richard Apps – Senior Art Director
Sam Moore – Copywriter
Kosh Perera – Art Director
James Davis – Senior Planner
Mandy Whatson – Managing Partner
Fabrizia Violante – Senior Account Manager
Renata Barbosa – Head of Integrated Content
Natalie Greaves – Senior TV Producer
Izzy Robertson – Production Coordinator
Revolver
Celeste Geer – Director
Nicole Crozier – Producer
Pip Smart – Executive Producer
So LinkedIn is capitalizing on COVID for gratuitous self promotion. But they are real stories, but we are all about connection the defenders may say . . . but it is still advertising and using an awful situation to self promote. Seriously, WTF LinkedIn. You know what could be better? Why not make the advanced search features free for a month? Why not make it free for employers to post jobs for a month at least? There you go, a couple of retainer free ideas. But no, you didn’t do this, you chose to run a fucking ad campaign. If it doesn’t cost you something, it doesn’t mean a thing.
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