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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

  • Wild Card In Agency/Client Relationship: Trust in MAD on 08/26/2016

    Curtis Smith, Accenture's North America Media Lead, told a MediaPost marketing conference this week that for the most part marketers trust their media agencies. And they do so despite allegations in a recent report from the Association of National Advertisers that many agencies are not very candid in their business dealings with clients.

  • GSP Appoints Its First Chief Creative Officer And Names A President in MAD on 08/26/2016

    Agency creative veteran Margaret Johnson was promoted to the CCO role and managing partner Derek Robson assumes the presidency. Several other executives were named full partners. Co-Founder Jeff Goody said the moves were part the agency's daily effort to reinvent itself.

  • TBWA\Chiat\Day Wins Intel's Global B2B Assignment in MAD on 08/26/2016

    The assignment followed a three-month pitch. The agency is tasked with developing a platform with an integrated global campaign aimed at senior business and IT decision makers around the world. Interpublic's MRM/McCann was the incumbent.

  • Campbell Ewald Wins CARFAX Account in MAD on 08/25/2016

    CE's scope of work includes brand and product positioning, creative strategy and direction and helping the client better understand how consumers experience and interact with the brand.

  • PhRMA Conducts Media Agency Review in MAD on 08/25/2016

    The Washington, DC-based lobbying arm of the pharmaceutical industry has told contenders that it plans on spending approximately $75 million on ads annually according to sources.

  • Y&R Wins A Big One: $415 Million Census 2020 Contract in MAD on 08/24/2016

    The official census takes place between April and December of 2020 but there's lots of groundwork to be done in advance. As the Census Bureau notes, many people for various reasons don't like to cooperate -- and it has reorganized the process in an effort to maximize cooperation when the next count begins.

  • WPP Posts 4.3% First-Half Growth, Takes Write-Down On comScore in MAD on 08/24/2016

    The comScore write-down comes amid an internal financial audit at the measurement company, which has resulted in a sharp drop in its market value, according to WPP. The holding company also acknowledged that more clients were conducting North America media audits in the wake of the ANA transparency report.

  • IPG: Ads Minimally Meeting MRC Viewability Standard Lack Impact in MAD on 08/23/2016

    That was one finding from an IPG Media Lab study, "Putting Science Behind The Standard." Attendees at a MediaPost conference in Lake Tahoe today were briefed on the research by Kara Manatt, SVP, Intelligence Solutions & Strategy at the Lab. It was designed to measure ad effectiveness against the MRC viewability standard.

  • Chobani Appoints Horizon Media As Its New Media AOR in MAD on 08/23/2016

    OMD was the incumbent, but opted not to defend. The yogurt marketer spent more than $30 million on ads in 2015, according to Kantar Media. The shift comes as Chobani is bringing on board Starcom MediaVest Group veteran Danielle Cherry to handle media investment and connections planning.

  • Ad Blocking: Is It Panic Time In Adland? in MAD on 08/22/2016

    Adobe estimates that more than $40 billion will be lost to ad blocking this year alone -- about double last year's loss. But panelists at a MediaPost conference said there are viable solutions. And blocking the blockers isn't one of them.

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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