No-BS content, not checklists: Sling & Stone launch LinkedIn strategy for execs

Sling & Stone has teamed up with former LinkedIn Tech and Innovation News Editor Marty McCarthy to help executives and business leaders sharpen their voice and cut through on LinkedIn.

The partnership brings together Sling & Stone’s strategic and creative expertise with McCarthy’s deep knowledge of the platform and video production, offering a new approach to executive profiling and thought leadership. McCarthy, who also has a background in journalism and production at ABC, will work with the agency to deliver LinkedIn training, content strategy and video execution around key brand moments.

“LinkedIn is changing the rules of visibility and influence, with an emphasis on credibility, relevancy and authenticity,” said Lucie Buchan, associate director, editorial at Sling & Stone. “Marty brings a lot of strategic know-how on what actually works on LinkedIn, plus a knack for producing the type of creative, native video that gets noticed.”

As part of the partnership, McCarthy will lead workshops for executives and marketing teams, helping them understand the LinkedIn algorithm, build personal brands and leverage video to connect with the right audiences. He will also collaborate with Sling & Stone on content creation around major events and launches.

“I’m stoked to join the Sling & Stone team and bring my expertise in traditional media, video production and social media into the mix,” McCarthy said. “We’re both deeply rooted into the technology and startup world, and that’s exactly where I want to focus my energy.”
Sling & Stone CEO James Hutchinson said the partnership reflects a growing need for smarter, platform-native content that goes beyond generic thought leadership.

“Content and thought leadership have been buzzwords in our world for a while now but if it isn't clear, authentic and actually focused on what works for platforms, it's just slop,” Hutchinson said. “Forget five ways to not sound like AI; you need real insight and strategy, not another checklist.”

He added: “That’s why I’m excited we’re partnering with the best in the business, Marty McCarthy. Bringing his smarts, production skills and understanding of platforms is a game-changer for anyone looking to not be another easy-to-miss diatribe in the scroll.”

McCarthy said the key to success on LinkedIn is showing up authentically and consistently.

“I’ve seen firsthand how LinkedIn can be a powerful place to turn influence into actual business deals,” he said. “That’s exactly the kind of impactful, no-BS content I’m excited to partner with Sling & Stone on to create for their clients.”