LinkedIn has launched BrandWorks, a dedicated team of marketing experts that delivers hands-on creative strategy, content production, and campaign support to B2B advertisers on the platform. The service is currently available globally for select managed customers.

The team, led by Alex Josephson as VP of BrandWorks, works alongside brands and their agency partners to develop creative messaging informed by LinkedIn audience data, produce content designed for professional audiences on the platform, and adapt existing creative for the LinkedIn feed. BrandWorks also connects clients to LinkedIn’s broader advertising ecosystem, including creator collaborations, BrandLink, publisher integrations, LinkedIn News sponsorships, and events.

Early customers include SAP and Webflow. “The work we’ve done together around Cannes and Webflow Conf hasn’t felt like a media buy or a line item,” said Dave Steer, Webflow’s Chief Marketing Officer.

LinkedIn launched the team internally in March, and it has since grown by about 60% as the company hires from TikTok, Meta, and X. A source familiar with the matter told Reuters that LinkedIn expects BrandWorks to generate an annualized run rate of $100 million in its next fiscal year.

Video and Creator Revenue

BrandWorks oversees Top Voices 360, a program that pairs advertisers with creators for sponsored content. The program generated more than $20 million in revenue from May 2025 to May 2026, with clients including SAP, IBM, and ServiceNow, according to Reuters.

LinkedIn’s BrandLink program, which places pre-roll ads alongside publisher and creator video content, is expected to nearly triple its revenue in the current fiscal year, the company said. Video posts from CEOs on LinkedIn have increased 68% over the past two years, and the platform said Gen Z is currently its fastest-growing demographic by engagement.

Market Context

Luke Stillman, Managing Director at trend advisory firm Madison and Wall, told Reuters that an estimated 80% of B2B budgets flow into search and social media, with Google and LinkedIn as the primary beneficiaries.

LinkedIn’s “2026 Global B2B Marketing Outlook,” conducted by YouGov across 1,299 B2B marketers in five countries, found that 81% of B2B CMOs believe their organizations need to deliver in new ways, and 83% say credibility now matters more than traditional brand messaging.

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