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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.