LinkedIn for agency founders and operators
Founders, partners, and senior creatives at marketing, design, and creative agencies.
Agency leaders on LinkedIn are writing for prospective clients (operators and marketing leaders looking for partners), other agency operators (who refer work and benchmark practices), and talent (creatives evaluating where they want to work). The reader is looking for evidence of taste, judgment, and how the agency thinks.
Agencies live and die by the quality of their thinking, and LinkedIn is one of the fastest ways to make that thinking visible. The agencies that grow on LinkedIn are the ones that publish work-in-progress thoughts, take real positions on craft, and treat the platform as part of the studio's voice rather than a marketing channel.
What to write about
- +Behind-the-scenes of a current project (process, decisions, trade-offs)
- +Strong opinions on agency practice and craft
- +Honest case studies with the messy parts kept in
- +Recruiting and team-building philosophy
- +What the agency turned down and why
- +Pricing, scoping, and engagement structure perspectives
Example posts
- We turned down a $200k retainer last week. The brief asked for execution; the client needed strategy. Wrong fit.
- Six months into a brand redesign, I killed the top option and shipped the third. Here is the slide that changed my mind.
- We hire by sample work, not portfolio. The first time we did this we missed three obvious finalists. The second time we hired better than we ever had.
What to avoid
- −Posting only finished case studies, which reads as portfolio dumping rather than thinking.
- −Avoiding controversy or strong opinions, which makes the agency invisible in a crowded category.
- −Treating LinkedIn as a place to repost work that lives elsewhere, missing the platform's appetite for native, in-progress thinking.
- −Letting the agency account post bland updates while the founders post nothing personal, which is where the actual brand lives.
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Frequently asked questions
- Should agencies post under the company account or founder accounts?
- Founder accounts almost always outperform company accounts on LinkedIn. People follow people. The agency account is fine for awards and announcements; the founder account is where deal flow happens.
- How do agencies show work without breaking client confidentiality?
- Anonymize. "A SaaS client at $20M ARR" is enough texture for a post; the specific name is rarely needed. The thinking is the asset, not the logo.
- Is LinkedIn worth it for design agencies specifically?
- Yes, because LinkedIn rewards opinion and process content, both of which design-led agencies can produce well. Visual carousels showing in-progress design work tend to outperform finished case studies.
Roles in this industry
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