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STEVE MCCLELLAN

Steve McClellan is the Editor of MediaPost's Agency Daily (MAD). You can reach Steve at mcclellan@mediapost.com.

Articles by Stephen All articles by Stephen

  • JWT's Former China Expert Doctoroff Joins Prophet in MAD on 03/28/2017

    Tom Doctoroff, well known as an authority on Chinese consumers was with JWT for two decades before departing last June. With Prophet he'll split his time between China and the U.S.

  • Grey London Rebrands To Valenstein & Fatt (For 100 Days)  in MAD on 03/28/2017

    The name change is part of a broader effort to improve diversity efforts internally and across the industry, the WPP shop indicated.

  • VML Appointed AOR For Russell Stover in MAD on 03/27/2017

    VML's remit for the iconic Chocolate brand includes traditional and digital advertising; social media strategy and community management; analytics and insight; PR and campaign creative.

  • Stagwell Group Invests In Startup Agency Wolfgang in MAD on 03/27/2017

    Stagwell, Mark Penn's marketing investment firm, said it has an option to buy a majority position in the agency at some point in the future. The new Los Angeles-based agency positions itself as combining advertising with consulting and technology.

  • Kodiak Cakes Taps Struck For Branding Assignment in MAD on 03/24/2017

    The agency and food products client say they will develop a refreshed brand positioning, new product packaging and a revamped ecommerce website.

  • Dentsu, Evolable Asia Form Digital Training Camp Venture  in MAD on 03/24/2017

    With sharply increasing demands for digital services from clients, Dentsu said in a statement that there are "concerns over the dwindling number of programmers, system engineers and other developers in the Japan market."

  • KSL Bankruptcy Saga Continues in MAD on 03/23/2017

    Three and a half years after filing for bankruptcy, the trustee for the estate of defunct media agency KSL Media is still winding down the shop's tangled and messy affairs.

  • AB InBev Puts $2 Billion Global Media Assignment In Review in MAD on 03/23/2017

    The review comes shortly after the beer giant's $100-plus billion merger with SABMiller late last year. Combinations such as this frequently trigger agency reassessments.

  • Former Initiative Strategy Head Forms New Consultancy  in MAD on 03/21/2017

    Sarah Ivey, former global chief strategy officer at Interpublic's Initiative, has formed a consultancy to advise ad agencies, marketers, startups and NGOs. Ivey, now based in Toronto, has recruited several former Initiative colleagues to manage offices in New York and London.

  • This Year's Future Lions Will Be Looking Beyond The Expected  in MAD on 03/21/2017

    The brief for this year's student competition: Connect audiences to an idea from a global brand in a way not possible three years ago. There are no boundaries or restrictions on which industries or media are chosen. The deadline for entries is April 12.

Comments by Stephen All comments by Stephen

  • Brands Failing To Provide Quality Training In Media Skills by Steve McClellan (MAD on 10/28/2016)

    It is J.R., although it's usually not referred to as 'educatiing' and frequently it is people below the c suite. But often agencies meet with clients to 'brief' them on this or that issue. Which makes sense given that the former are supposed to be experts in the field. 

  • 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.

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