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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at

Articles by Joe All articles by Joe

  • Verizon Taps Apple's McKechnie As Chief Creative Officer Of New In-House Agency in Marketing Daily on 02/20/2017

    Verizon has tapped Apple's Global Group Creative Director Andrew McKechnie as the Chief Creative Officer of its newly formed in-house agency. McKechnie reports directly to Verizon CMO Diego Scotti. Prior to joining Apple in 2014, McKechnie spent more than a decade as creative executive at leading ad agencies, including DDB, Y&R and Modernista.

  • Kantar Watermark Moves Step Closer To Becoming 'UPC Code For Media' in MediaDailyNews on 02/20/2017

    A promising "watermarking" technology that would bind the ad industry's Ad-IDs with commercials and the programming content they run in has passed an important technical hurdle and is moving toward becoming an industry standard. The method, an audio watermarking technology developed by WPP's Kantar Media unit, has been selected by the Society of Motion Picture and Television Engineers (SMPTE) to move on to the next stage of standardization, which would effectively make it the "UPC code" for media.

  • Notes From The Front in MediaDailyNews on 02/19/2017

    Trump's escalating war with America's news media has been alarmingly transparent. What's going on behind the scenes is a clandestine war to steer Americans toward the President's own version of the facts, including a powerful audience targeting platform described as a "weaponized AI propaganda machine."

  • Cover Story: Nothing To See Here in Publishers Daily on 02/16/2017

    To illustrate the chaos surrounding the initial days of the Trump Administration, "Time" magazine asked illustrator Tim O'Brien to depict a windswept Donald Trump, sitting stoically at his desk in the oval office, as a tempest swirls around him. The "Nothing to See Here" cover line seems to say it all, but read Philip Elliott's cover story to get the thousand-plus words behind the picture telling this story. "Ultimately, Trump is the only person who can calm the storm, fan it further or just let the show go on," Elliott writes, concluding, "Aides say he would like there to be less celebrity-like coverage of every staff skirmish, and he has become increasingly concerned about the leaking, from within both the White House and the intelligence community. But he has so far resisted many binding efforts to create a more conventional order around him, encouraging aides who color outside the lines on television, maintaining walk-in power for each of his senior staff members and starting each morning with a tweetstorm that often upends the news cycle in unexpected ways. Bottle up the disruptive methods and Trump fears he could lose the magic that made him President."

  • Starcom Most Awarded Media Shop Of 2016 in MediaDailyNews on 02/16/2017

    Publicis' Starcom USA unit was the most awarded media agency of 2016, according to findings of an analysis of the major media-related awards of 2016, released this morning by The Gunn Report. The report, dubbed The Gunn Report for Media, found Omnicom's OMD was the most awarded media agency network in 2016, followed by Publicis' Starcom MediaVest, Omnicom's PHD, and WPP's Mindshare and Mediacom networks.

  • The Trump Bump: H&R Block in Marketing Daily on 02/15/2017

    Just as tax preparation season heats up, President Trump took a shot at one of the category's largest brands, H&R Block. During a meeting with the nation's biggest retailer CEOs Wednesday, Trump discussed his administration's plan for tax reform, including a much simpler process. "We're going to simplify very greatly the tax code. It's too complicated. H&R Block probably won't be too happy. That's one business that might not be happy with what we're doing," Trump said, adding: "Other than H&R Block, I think people are going to love it."

  • Cover Story: SI's Kate Upton Three-For-One in Publishers Daily on 02/15/2017

    Kate Upton graces not one, not two, but three covers of the 2017 Sports Illustrated Swimsuit issue, hitting newsstands today. Upton's appearance on three national covers is a first for SI Swimsuit. It also marks her third cover appearance (2012, 2013), tying her with Christie Brinkley, who returns to SI Swimsuit this year (at 63!), Kathy Ireland, Daniela Pestova and Cheryl Tiegs. Elle Macpherson holds the record, with five SI Swimsuit covers.

  • IPG Finds Skipping 'Skippable Ads' Has Become Ingrained Behavior, Offers Solutions in MediaDailyNews on 02/15/2017

    Skipping past skippable video ads has become an "ingrained behavior" for most consumers, according to results of a media trial released this morning by IPG Mediabrands' Magna and Media Lab units. Seventy-six percent of consumers said they skip the ads because it is an ingrained habit, the study found. "This is further exacerbated by the fact that not only do the majority skip ads, but they do so right away," the IPG units note in the report, adding that a primary reason why consumers complete skippable ads has to do with whether they are relevant to them and whether they are currently "in-market" for the product or service being advertised.

  • comScore Accredited For Mobile Viewable Impressions in MediaDailyNews on 02/15/2017

    Audience measurement firm comScore has been granted accreditation by industry ratings watchdog Media Rating Council for its mobile viewable impressions and related viewability metrics for display and video ads, in mobile web and in-app. The accreditation, which applies to comScore's Campaign Essentials service, is an important stamp of approval for comScore, which has been battered by Wall Street investors due to its inability to report required financial data. Last week, comScore disclosed that it is at risk of having its shares delisted from the Nasdaq stock exchange.

  • The Trump Bump: Dominos in Marketing Daily on 02/14/2017

    Today's bump features Dominos pizza, the punchline of a tweet from former Hillary Clinton aide Philippe Reines that was retweeted by Clinton.

Comments by Joe All comments by Joe

  • IPG Finds Skipping 'Skippable Ads' Has Become Ingrained Behavior, Offers Solutions by Joe Mandese (MediaDailyNews on 02/15/2017)

    Good question, Ed. I don't know. I only know what they released so far, but I will ask them. Standby.

  • Ad Hoc 'Trust' Group Wants To Be Neutral Ground, Will Use UN As Its Venue by Joe Mandese (MediaDailyNews on 02/14/2017)

    Henry, understood on both counts. I think the UN was selected to sympolize neutral ground, not necessarily a neutral body. 

  • Nielsen Accredited To Include 'Digital' Viewers In Linear TV Ratings by Joe Mandese (MediaDailyNews on 02/07/2017)

    Ed, I agree with your semantics. "Digital" is what Nielsen calls it. For the record, I wrote a piece sometime ago pointing out that virtually all of television viewing is now done digitally. 100% of the broadcast spectrum is digital. All satellite distribution is digital. I think almost all cable and telco is digital. And the vast majority of TV sets are either digital or utilize some kind of digital add-on device. I think it's time we redefined some terms for the modern age of media.

  • Cover Story: Give Me Liberty, Or Give Me Trump by Joe Mandese (Publishers Daily on 02/04/2017)

    Donald, I don't know. I know these magazines are nationally distributed, so they must be making an impression with those people too. I've seen a lot of analysis suggesting that Trump was successful in marginalizing mainstream media, and Hollywood in particular, as being "elitist," which is ironic when you think about who Trump is and where he comes from. And I've seen a lot of analysis about the fact that people are more prone to use media that reinforces their "confirmation bias." The bigger issue right now is how Trump is trying to delegitimize the press altogether, calling them "dishonest," "fake" and "failing." All I'm trying to do is cover the two sides of that: how the meda are covering Trump. And how Trump is "covering" the media. In terms of his executive order on immigration, some top magazine editors saw it as an assault on liberty, literally.

  • Opposition Branding: At Least One Campaign Sees Some Lyft by Joe Mandese (Marketing Daily on 01/30/2017)

    #weaccept     February 5, 2017     We believe in the simple idea that no matter who you are, where you're from, who you love, or who you worship, you deserve to belong. We know this is an idealistic notion that faces huge obstacles because of something that also seems simple, but isn't - that not everyone is accepted. People who've been displaced, whether because of war or conflict or other factors, are acutely vulnerable to not being accepted. They are, quite literally, in need of a place to belong, which is why we've been inspired to take action. We started by providing housing for evacuees of disasters and have since provided housing during 54 global disasters. We partnered with organizations dedicated to the needs of refugees around the world. And just last week, we announced that the Airbnb community will provide free housing to refugees and those recently barred from entering the US. When we announced this, there was an outpouring of interest from our community, and we were inspired to go bigger. Today we're setting a goal to provide short-term housing over the next five years for 100,000 people in need. We'll start with refugees, disaster survivors, and relief workers, though we want to accommodate many more types of displaced people over time. To help people around the world facing displacement, we'll work with our community of hosts to find not just a place to stay, but also a place to feel connected, respected, and a part of a community again. In addition, Airbnb will contribute $4 million over the course of four years to the International Rescue Committee to support the most critical needs of displaced populations globally. We couldn’t talk about the lack of acceptance in the world without pointing out the challenges in our own community at Airbnb. The painful truth is that guests on Airbnb have experienced discrimination, something that is the very opposite of our values. We know we have work to do and are dedicated to achieving greater acceptance in our community. These efforts are just the beginning, and we hope you consider joining us by sharing your home with someone who is displaced or donating to organizations that assist those in need. It’s possible that a child today will grow up in a different kind of world, one where they're accepted for who they are, no matter where they are. Because we really do believe that the world is a better, more beautiful place the more we accept each other. - The founders of Airbnb

  • Opposition Branding: At Least One Campaign Sees Some Lyft by Joe Mandese (Marketing Daily on 01/30/2017)

    @Clint Dixon: Further to question 3, just saw this email from Airbnb this morning:From: The founders of Airbnb We believe in a world where anyone can belongEveryone deserves to belong. But for too many, it's a dire need. So our five-year goal is to make sure 100,000 people have short-term housing during urgent times. Please join us.Learn more:

  • Opposition Branding: At Least One Campaign Sees Some Lyft by Joe Mandese (Marketing Daily on 01/30/2017)

    @Clint Dixon: Re. point 1, no, we were not reporting on the refugee and immigration ban, but on what brand marketers did in response to it. That's what we cover. Re: point 2, we'll research it further, but we weren't editorializing. That is the way the brand marketers we were covering characterized it. Re. point 3, I don't have the information to answer your question. I can only tell you what Airbnb said.

  • Cover Story: 'The Great Manipulator' by Joe Mandese (Publishers Daily on 02/02/2017)

    Same here, Ari. That plus the fact that Trump himself indicated how important Time mag cover stories are when he first blased his running war with the media in front of the CIA's tribute wall. Clearly, it still has weight.

  • The Trumpela Effect by Joe Mandese (MediaPost Weekend on 01/28/2017)

    Doug: I agree with you 100%. All human knowledge is a function of the perspective we have when we know it. I don't recall Kellyanne defining spin as alternate facts. I recall her saying the White House had "alternative facts." I thought that was one of the most honest and transparent things I've heard her say to date. But that was my perspective.

  • The Trumpela Effect by Joe Mandese (MediaPost Weekend on 01/28/2017)

    @James Boldebook: I do not, but I can understand and respect that someone else might. It's one of the reasons I wrote this column.  

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