Social network eyes agency ahead of Europe expansion

Media Week 26-Feb-08, 11:35

LONDON - LinkedIn, the professional social network site, is holding an agency review as it gears up for growth in Europe.

It is also looking to make some key hires to its European sales and marketing team, which will be based in London, including the appointment of a European sales director.

The company’s commercial activity is currently handled by Ad2One, but LinkedIn managing director Kevin Eyres stressed the review was in no way a reflection of the agency’s work.

He said: “We only have representation in the UK and we need at least 15 different countries covered as we grow in Europe. The review is not a reaction to Ad2One’s work with us, but we are looking to take on up to five different agencies.”

Eyres confirmed as many as 15 companies were involved in the ongoing pitch process, including Ad2One, and that a final decision is expected in about six weeks.

The review comes as LinkedIn makes significant appointments within its European operation.

“We haven’t had an office in the UK before and when I was appointed in December, I was the first employee outside the US,” said Eyres. “Our focus now is on Europe, especially from a commercial standpoint.”

The US business had 67 employees a year ago, but now has 230 and is looking to hire 150 in the next year, although Eyres could not predict how many of those would be in the UK.

Eyres added: “LinkedIn appears to be much larger than it is, but it’s in a growth phase. We’re concentrating on keeping the integrity of the product and tremendous culture of the company.”

The European sales director will be responsible for driving business across LinkedIn’s four main revenue streams while working alongside the company’s new media agencies.
As well as traditional online advertising, revenues are generated from personal and corporate subscriptions to premium services and job postings.

Yesterday (Monday), LinkedIn announced the launch of mobile services that enable users to access the service on iPhones, BlackBerry devices and web-enabled wireless phones.