STEVE MCCLELLAN

Articles by Stephen All articles by Stephen

• Roth: Facebook Miscalculation 'Not That Big A Deal' in MAD on 09/27/2016
  

  Interpublic Group CEO Michael Roth said that for IPG, average time viewed is "not a key measurement for buying on Facebook." The issue of transparency is, in Roth's estimation, a much bigger deal.

• IAB Launches New Certification Program For Buyers And Planners in MAD on 09/27/2016
  

  The program, which the groups say is a first, is designed to help media agency pros keep up with the knowledge and skills they need to help their brand clients navigate today's dynamic digital marketplace. The 4As and Google partnered with IAB on the effort.

• McDonald's, DDB And The Agency Of The Present (Still Unnamed) in MAD on 09/26/2016
  

  At an Advertising Week session on Monday, McDonald's US CMO Deborah Wahl and DDB NA CEO Wendy Clark discussed the fast food chain's agency review earlier this year, and the decision to select Omnicom, which has created an agency dedicated to the McDonald's U.S. business.

• Richard McDonald Named President Of Epsilon's Agency Practice in MAD on 09/26/2016
  

  McDonald, who joined Epsilon in 2012, will now report to Epsilon/Conversant Chief Executive Officer Bryan Kennedy, and will lead the Agency practice globally. McDonald is tasked with building out the firm's creative, account management and marketing strategy teams, in a bid to further grow its agency client base.

• WPP's Kantar Launches Global Public Sector Consultancy in MAD on 09/26/2016
  

  The new operation, called Kantar Public, will provide research services related to public policy, advise clients on "internal capability building," and help them assess the impact on developing projects, among other services. It will be headed by Kantar veteran Michelle Harrison, who will remain in her role as CEO of the WPP Government and Public Sector Practice.

• Gyro Appointed Brand AOR For EmblemHealth in MAD on 09/26/2016
  

  The agency, recently acquired by Dentsu Aegis Network, is tasked with developing brand strategy and creative for EmblemHealth and its partner, AdvantageCare Physicians (ACPNY), one of New York's largest multispecialty physician group practices.

• Dentsu Reports 633 'Suspicious' Ad Transactions Affecting 111 Clients in MAD on 09/23/2016
  

  The Tokyo-based holding company is still investigating but said some of the faulty transactions appeared intentional and others were due to 'human error." So far all of the transgressions appear to be contained to its Japanese operations, the firm said in a statement released Friday.

• With Focus On Western Europe, Post-Brexit WPP Invests In French Publisher in MAD on 09/23/2016
  

  The UK holding company has made an investment in LNEI, a leading French media group with stakes in such well-known publications as "Le Monde" and the French edition of the Huffington Post. WPP said it will focus more on developing assets in Western Europe given the UK's decision to exit the European Union.

• Dentsu Japan Overcharges Toyota and Possibly Other Clients in Around the Net In MediaPost's Agency News on 09/22/2016
  

• Foster Farms Fresh Approach To Comfort Food in MAD on 09/22/2016
  

  The poultry producer recently kicked off a new campaign created with Deutsch, which the firm appointed as its new creative agency earlier this year. The New Comfort Food campaign focuses on fresh, healthy ingredients. Gone (at least for now) are the so-called "Foster Imposter Chickens," which have been featured in Foster Farms campaigns for the last 20 years.

Comments by Stephen All comments by Stephen

• Agencies React To Finger-Pointing, 4As Calls ANA Report Anonymous, One-Sided by Steve McClellan (MAD on 06/07/2016)
  

  Thanks for catching that Michael, now fixed.

• Shoe Carnival, 22squared Launch Retailer's Largest Social Media Effort by Larissa Faw (MAD on 02/03/2016)
  

  Thanks Jim, should be fixed now

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Also, there is now a link in the story to the full report.

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Ed, much of it is based on proprietary modeling; but the report has a three-page appendix devoted to Theory and Methodology.  Here are a couple of passages:"To quantify the economic impact of advertising expenditures on the US economy, this study:  Estimates the total level of advertising spending in the United States and creates a 5-year forecast.  Estimates sales, employment, value added and labor income impacts based on econometric models that quantify the relationship between ad spending and resulting sales.  Uses input-output methodologies to compute the ripple effect of economic activity that happens as a result of the sales from ad spending.  Simultaneously allocates advertising to every state, congressional district and 17 NAICS-based industry aggregates using proprietary macroeconomic, regional and industry models."Some IRS data was used as well:  "Using the IRS tax statistics database, IHS was able to collect industry-level advertising expenditure information that was reported on each corporation income tax form. A reformation of the model specification was needed as a result of revised historical data and a change in the source data of the dependent variable. The structure of the economy was much different when the model was first developed and subsequently the regressor data had a different statistical form. Thus, the old model did not provide an optimal fit of the data."

• In A First, Coca-Cola Cans Go Nameless by Steve McClellan (MAD on 07/06/2015)
  

  Nick, you're absolutely right, the cans aren't "label-less" at all. While they don't have the usual big bold Coca-Cola name printed on them, they certainly have a label and I've switched art and added new copy to make the story a little more complete anyway. I'm sure there are still unanswered questions but thank you for pointing out some of the obvious flaws. 

• Five Companies Agencies Should Partner With by Steve McClellan (MAD on 03/25/2015)
  

  hmmm, hadn't thought about it in porno terms, but now that you mention it.. Anyway, nice catch Tom, thanks

• Nielsen's Plan To Improve TV Measurement: Progress, Not Perfection by Stefanie Morales (MAD on 02/25/2015)
  

  Nick, MediaPost would be more than happy to offer you the same platform as Stefanie for an equal time post. 800 words give or take, a thousand words max. Think you're off to a good start already with your eloquent comments but you're certainly entitled to the "main stage" for a broader take if you'd like. Send to mcclellan@mediapost.com and thanks for your interest in doing so.

• Marissa Mayer: The Case For Advertising On Yahoo by Steve McClellan (MAD on 03/18/2014)
  

  oops. I forecast a correction in my immediate future. Thanks for pointing that out.

• Live From Las Vegas: SMG Unveils New Content Marketing Platform by Steve McClellan (MAD on 01/06/2014)
  

  So if someone in a marketer's target audience is doing a search on Kitchen Design this platform would enable a marketer to quickly deliver a paid media message--otherwise known as an ad--to the searcher that incorporates a blog or video or some other relevant piece of content from a participating publisher that hopefully adds to the consumer's knowledge of the subject being researched. That's surfacing content. Apologies for the jargon--should have been explained in the story.

• Mindshare Creates New Luxury Unit by Steve McClellan (MAD on 12/23/2013)
  

  Corrected and thanks for the heads up!

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