LinkedIn Brings BrandLink to Australia, The CEO Magazine Joins as First Australian Publisher

New B2B marketing research shows trust and video are reshaping how Australian brands reach buyers – and LinkedIn is making it easier to scale both

LinkedIn today announced the expansion of BrandLink to Australia, with The CEO Magazine becoming the first Australian publisher to join the program – giving marketers a new way to reach professional audiences through trusted, premium content.

BrandLink allows brands to run pre-roll video ads alongside content from credible publishers and creators on LinkedIn. With The CEO Magazine now on board, Australian advertisers can align their brand with the kind of leadership and executive content that decision-makers in this market already turn to. 

The announcement comes as new research from LinkedIn's Global B2B Marketing Outlook shows the stakes for marketers are rising. According to the research, 82% of global B2B marketers who use trusted voices agree that campaigns powered by them are essential for delivering measurable ROI, while more than half of B2B buyers who use creators (56%) rely on their input during the final stage of the buying process.

The timing also reflects a broader shift: 81% of B2B CMOs say video accelerates sales cycles compared to other formats, and 81% of marketers who use creators say pulling back from them would mean leaving revenue on the table.

Andrea Rule, Director, LinkedIn Marketing Solutions, said:

"Australian B2B marketers have long understood that trust is what moves buyers, and what’s changed is the scale at which you can now build it.

BrandLink gives brands a direct way to show up alongside the credible, professional content their audiences are already engaging with, and The CEO Magazine is exactly the kind of trusted voice that makes that possible in this market."

The CEO Magazine joins BrandLink as Australia's first publisher

The CEO Magazine joins a growing list of global publishers in the BrandLink program, which already includes well-known names such as Bloomberg, Forbes, The Wall Street Journal, Reuters, and TED, alongside 40+ other media outlets.

Chris Dutton, Founder, The CEO Magazine, said:

"As the first Australian publisher to join LinkedIn’s BrandLink, The CEO Magazine is bringing inspiring leadership stories to a broader professional audience.

Together, we’re creating a powerful environment where brands align with trusted executive content and engage ambitious decision-makers shaping tomorrow’s business landscape.” 

Alongside the publisher expansion, LinkedIn has introduced new BrandLink features designed to simplify how brands access and run campaigns:

• Easier campaign setup: BrandLink campaigns with publishers are now available as a self-serve option in Campaign Manager for select customers, making it simpler to get up and running.

• Streamlined payments: LinkedIn is powering BrandLink creator payouts through Stripe, delivering a more efficient experience for advertisers and creators on the platform.

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About LinkedIn

LinkedIn connects the world’s professionals to make them more productive and successful and transforms how companies hire, learn, market, and sell. Our vision is to create economic opportunity for every member of the global workforce through the ongoing development of the world’s first Economic Graph. LinkedIn has over 1.3 billion members and has offices around the globe.

BrandLink is currently available in beta for global managed customers.

About The Research

LinkedIn's Global B2B Marketing Outlook was conducted by YouGov among 1,299 B2B marketers (aged 18+, middle management and above) across the United States, United Kingdom, France, Germany, and India between 14 January and 5 February 2026.