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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

  • Nigel Morris: Digital is Dominant-Innovate Or Die in MAD on 10/01/2014

    While digital convergence has been talked about for years, Morris said that "digital and the rules of digital have become the dominant force in the last 12 months." That dominance has unleashed a battle between "incumbency and new entrants in every sector," Morris added. As a result, he said, just about every company that isn't a startup "has to think like a turn-around."

  • Ad Trade Groups To Form New Anti-Fraud Unit in MAD on 10/01/2014

    This new collective organization will build upon the initial work laid out by the IAB Trustworthy Digital Supply Chain Initiative. The new body will have its own board and leadership, the organization will monitor the ad-marketing ecosystem for compliance and develop incentives for broad industry participation and consequences for fraudsters and other bad actors.

  • For Content Marketers Change Is The Only Constant in MAD on 09/30/2014

    Carat Global President Doug Ray, moderating a panel on content marketing, summed up the key takeaways, including the critical task that brands define their role in the culture. Brands not only have to create content, they must also curate material in their efforts to be good "storytellers and story sharers."

  • Office Depot Selects McCann And UM For $100M Creative, Media Account in MAD on 09/30/2014

    The selection comes after a review in the wake of last year's merger of Office Depot and OfficeMax, which remain separate brands under Office Depot Inc. Combined, the companies spent over $100 million on ads in 2013. Incumbents included Omnicom shops Zimmerman, DDB and OMD.

  • Holding Companies Go On Social Agency Shopping Spree in MAD on 09/30/2014

    Publicis has just acquired Italian social media shop Ambito5. That deal follows recent purchases of social agencies by WPP and Interpublic in China and Turkey respectively. In part the acquisitions are tied to agency efforts to strengthen their social media acumen, seen as critical in serving the real time marketing needs of clients.

  • Mobile Is The Best Driver of Ad Receptiveness in MAD on 09/29/2014

    That's according to new research from IPG Media Lab and YuMe, which was unveiled Monday at the IAB MIXX Conference in New York. In today's fragmented landscape, targeting attentive and receptive consumers is critical, the research found, concluding that "simply measuring reach and frequency is no longer enough." The research found that consumers are most receptive to ads on mobile devices. Receptivity was 30% greater on a smart phone than via cable TV, per the research. By location, the study found that receptivity is significantly better away from home.

  • Publicis Groupe, AOL Expand Ad Partnership To Include Programmatic Video And Linear TV in MAD on 09/29/2014

    The companies said the move would provide VivaKi and other Publicis Groupe agencies with greater access to so-called "premium reserved and non-reserved video environments through AOL Platforms." The development comes as eMarketer has forecast a 30% to 40% leap in digital video spending this year to reach nearly $7.8 billion by 2015.

  • U.S. Digital Ad Revenues Will Surpass 'All Screen TV' Dollars By 2018 in MAD on 09/26/2014

    That's according to a forecast by Interpublic's MAGNA Global research unit. In a POV piece written this week, Vincent Letang explains the firm's projections and the factors behind it, including the rapid penetration of tablets and the rise of over-the-top viewing and programmatic buying. The POV elaborates on some comments made by IPG CEO Michael Roth at a media conference in New York earlier this month.

  • PHD Swipes UM's Wiseman, Forms Strategic Communications Post in MAD on 09/25/2014

    Omnicom media shop PHD Worldwide has named Will Wiseman to the newly created role of president, Strategic Communications, PHD USA. For the Omnicom shop it's the second big hire it has made from IPG's UM this month.

  • USIM Wins O'Charley's Media Account in MAD on 09/25/2014

    Restaurant chain O'Charley's has selected U.S. International Media for traditional and digital media planning and buying duties after a formal review, the company has confirmed. The incumbent on the account was Detroit-based Doner. The media review followed a creative review that was completed in June. Creative chores shifted from Doner to Nashville-based Bohan.

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