LinkedIn has appointed R/GA as global strategic creative agency for LinkedIn Ads following a competitive pitch process, ADWEEK has learned.

“We’re proud to collaborate with such an iconic brand and look forward to delivering impactful work together in 2025,” an R/GA spokesperson said.

A LinkedIn spokesperson also acknowledged the partnership but declined to share additional details.

R/GA and LinkedIn declined to share whether the former replaces an incumbent agency or if LinkedIn Ads will continue to work with other creative partners.

The win comes shortly after R/GA transitioned to independent ownership earlier this month after more than two decades under Interpublic Group (IPG). The agency was acquired by private equity firm Truelink Capital, which has committed at least $50 million to an innovation fund aimed at expanding R/GA’s capabilities in AI, emerging technology, and product development.

R/GA has been shifting its focus to technology-driven creativity, blending brand storytelling with performance marketing—an approach that could be valuable for LinkedIn as it grows evolving its ads business.

The platform has been rolling out AI-powered ad tools like Predictive Audiences, which enhances targeting through a mix of AI and manual inputs, and Accelerate Campaigns, which automates campaign creation by analyzing an advertiser’s website and LinkedIn page.

While R/GA and LinkedIn have yet to share specific details on upcoming work, sources close to the matter indicate that the agency will be developing a new global creative strategy for LinkedIn Ads, with campaigns expected to roll out later this year.