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Joe Mandese is the Editor in Chief of MediaPost, OMMA Magazine and MEDIA Magazine. You can reach Joe at

Articles by Joe All articles by Joe

  • Dentsu Aegis Acquires Canada's Spoke, Will Become Part Of Isobar in MAD on 12/19/2014

    Dentsu Aegis Network is expanding its Canadian footprint, announcing the acquisition of Toronto-based Spoke Agency. Founded in 2009, Spoke will become part of Isobar. Terms were not disclosed, but Spoke has a staff of more than 25 employees.

  • Carat Fills, Expands Strategy Role: Taps Australian Bloome To Handle It in MediaDailyNews on 12/18/2014

    Just months after elevating Michael Epstein from chief strategy officer to chief client officer, Carat is filling the void and expanding the role to include innovation, naming long-time Australian media and ad executive Justine Bloome head of strategy and innovation.

  • WPP Expands Global Research Footprint, Acquires Control Of Latin America's IBOPE in MediaDailyNews on 12/17/2014

    In a move suggesting that WPP wants to be an even bigger player in the global media and marketing research business, its Kantar unit has acquired a controlling stake in IBOPE, which is to Latin America what Nielsen is in the U.S. Terms were not disclosed, but WPP said it acquired a majority of IBOPE's shares.

  • Fox Acquires Consumer Attention Market-Maker true[X], Vows To Keep It Independent in MediaDailyNews on 12/17/2014

    21st Century Fox has agreed to acquire true[X], the company founded seven years ago by Joe Marchese to develop better ways for agencies and brands to deliver attentive consumers to their digital ad campaigns. Terms were not disclosed, but the companies said true[X] will continue to operate as a "stand-alone business" following the acquisition.

  • Just What You've Been Wishing For: Maurice Levy And An Interactive Claw in MAD on 12/16/2014

    The Publicis Groupe Chairman-CEO turns prop in a new interactive video commemorating the holiday season. The YouTube video, part of this year's version of an annual "Very Good Wishes" greeting tradition Publicis began in 2008, is intended to be a fun and fanciful way of conveying good tidings and promoting charitable giving this year.

  • Posterscope Launches Real-Time Outdoor Media Trading: Signs Outfront, Lamar From Supply-Side in Real-Time Daily on 12/12/2014

    Dentsu Aegis Network's out-of-home agency Posterscope this morning unveiled what it claims to be the "first real-time trading platform for digital billboards." The platform is being powered by digital-out-of-home technology and data company Vistar Media and has already received trading commitments from big out-of-home media suppliers, including Outfront Media (formerly CBS Outdoor) and Lamar.

  • Mindshare's Emery Named Media Lions Jury Chief, Says Everything Begins/Ends With Media in MediaDailyNews on 12/11/2014

    Nick Emery, Global CEO of GroupM's Mindshare, has been named the media jury president for the 2015 Cannes Lions awards. The jury's role is "to champion media at its very best -- not just the glitz and glamour, but the connection of data, insight and execution that makes media so compelling. Everything today begins and ends in media. Media is fame and money, ideas and accountability, Hollywood and 'A Beautiful Mind.' Our duty, and what Cannes Lions should represent, is the challenging of the status quo, the provocation of creating new things and not just counting what we already know. Cannes Lions is a celebration of technology, content and invention, and the Media Lions sits at the centre of that world."

  • '8' Reasons To Read About This New Video Platform in Online Video Daily on 12/10/2014

    With user-generated content exploding, especially a prosumer market of high-quality video programming, a new platform is launching today to give those creators control -- and profits -- of every video they upload to the world. The platform, dubbed 8 (like the number, but representing the scientific symbol for infinity), is the brainchild of Sue Fennessy, the former Australian ad exec who successfully launched ad spending data cooperative Standard Media Index.

  • Rentrak Granted Patent For 'Stickiness' in MediaDailyNews on 12/10/2014

    Rentrak, which in October said it was granted a patent for measuring when TV sets are turned on or off, this morning announced another addition to its intellectual property war chest: a U.S. patent for stickiness. "U.S. Patent No. 8,904,419, issued on Dec. 2, revolves around a process to prove which TV shows have the most engaged viewers based on a 'Stickiness Index'," Rentrak stated, adding that the index is based on process indicating that "The more time spent viewing, the more likely a viewer is to remember advertising."

  • The New 'Co-op' Isn't Retail Ad Budgets, It's Audience Data in Real-Time Daily on 12/05/2014

    Marketing, especially the frequently cutthroat world of retail, has always been a competitive business. But a new form of cooperation is emerging between retailers and brand marketers that is driving more sales and better returns for both sides. Instead of cooperating over advertising, promotion and distribution arrangements to drive consumers into stores or onto commerce sites in search of particular brands, the new "co-op" doesn't involve the exchange of marketing budgets, per se, but consumer targeting data. In the new data exchange model, brands acquire audience data from consumers searching for information about brands in their category on a retailer's Web site and use it to target or "re-target" them with explicit offers or appeals. On the other side, retailers are able to target new customers by acquiring data from marketers identifying consumers that visited their brand Web sites in search of products distributed at retail or on their commerce sites.

Comments by Joe All comments by Joe

  • Longtime 'NYT' Ad Columnist Stuart Elliott Retires, Successor TBD by Joe Mandese (MediaDailyNews on 12/03/2014)

    Let me add that it is rare for a journalist to qualify as an "institution" (and I mean that in a good way), but Stuart Elliott definitely achieved that. It's a huge loss for the NYTs, the ad industry and this reader.

  • Facebook Changes Stripes Once Again, Organic Brand Posts Now Endangered by Joe Mandese (MediaPost Weekend on 11/15/2014)

    Thank you for explaining that, Kevin. I had a feeling it was something like that. Apologies for being a skeptical journalist. I thought the primary reason Facebook has been migrating brands to more of a paid model was economics, but I'm sure you're right that it's primarily because of its users experiences. But if that's the case, why not get rid of ads altogether or give users the ability to decide if and when they want them? As Doug Ferguson notes above, some users already decide that for themselves.

  • Facebook Changes Stripes Once Again, Organic Brand Posts Now Endangered by Joe Mandese (MediaPost Weekend on 11/15/2014)

    @Stephen Baldwin: But not in search? Just in social?

  • Nielsen Calls For Industry To Adopt New Ratings Standards by Megan Clarken (MediaDailyNews on 11/14/2014)

    Mr. Schiavone, responding for MediaPost to question No. 2, we don't believe we are carrying anyone's water when we give them a platform for publishing their perspectives and points-of-view. We have very explicit guidelines for guest commentaries, but it is part of our publishing mandate to create an open forum for industry executive to share their opinions on important industry issues that are relevant to our readers. We felt Ms. Clarken's column merited that. As for question No. 3, I am looking for a technical explanation why the publication date would have been updated, but I don't have an answer for that now. As they used to say in television, stay tuned.

  • Canoe Serves 10 Billionth Ad (That's Billion With A 'B') by Joe Mandese (MediaDailyNews on 11/11/2014)

    @ a.k.a. Darrin Stephens, I'm no math whiz, but your arithmetic seems right to me. Let me make two observations: 1 - In TV advertising inventory, the best metric may not be volume, but value. TV has always been sold as a scarcity model, so there's a double-edged sword associated with unlocking an untapped supply of TV ad impressions, unless you can justify commensurate value to the supply side. 2 - If what your earlier statement is true, that the average American "sees" one Canoe-served ad a month, that would be extremely valuable in an era when it's increasingly hard to determine whether consumers are seeing or being influenced by advertising.

  • Canoe Serves 10 Billionth Ad (That's Billion With A 'B') by Joe Mandese (MediaDailyNews on 11/11/2014)

    @ a.k.a. Darrin Stephens, I believe Canoe has been serving VOD ads longer than that.

  • Glitches: An Open Letter to Nielsen & Network & Agency Research Departments by Craig Jaffe (Metrics Insider on 11/04/2014)

    We removed an earlier comment from the author of this opinion piece, Craig Jaffe, soliciting readers to contact him for help, and we're closing further comments to this column.

  • Glitches: An Open Letter to Nielsen & Network & Agency Research Departments by Craig Jaffe (Metrics Insider on 11/04/2014)

    Mr. Schiavone: We respect your opinions and your right to express them -- especially in the comments fields of other people's commentaries -- but as we stated earlier, we do not remove content, because some readers may not feel it passes their litmus test of acceptability. As I stated previously, that is part of the value of having community commentary on these pieces, and I think you've made your case well. Up until the point of implying that someone paid MediaPost a fee to have a column published. While others in the trade publishing industry may or may not do that, I can assure you it is our policy at MediaPost never to do that. Frankly, for you to imply we might is either a little insulting, or shows how cynical people have grown about the way our business operates.

  • Glitches: An Open Letter to Nielsen & Network & Agency Research Departments by Craig Jaffe (Metrics Insider on 11/04/2014)

    With respect to Nick Schiavone's suggestion that we (meaning MediaPost) delete this column, our policy is not to remove content we've published even when it might be confusing, problematic or wrong. Instead, we make every effort to set the record straight and to do it as publicly as possible. One of the benefits of having an active and engaged community of readers (like Mr. Schiavone) is they actually help us to set the record straight. Normally, we don't like altering a guest columnist's own words without their direct input, and we would still like to have Mr. Jaffe set his own record straight, but we agree that the use of the "we" pronoun was at the very least confusing to some, so our copydesk has edited it out.

  • Publicis To Acquire Sapient For $3.7 Billion, Caps 8-Year Roll-Up Of Leading Tech Shops by Joe Mandese (MAD on 11/03/2014)

    Justin, You are absolutely correct. Thank you for catching that. The story and chart have been updated. Apologies to the LBi team. Joe

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