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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

  • General Mills Adds Three 'Preferred' Project Shops For U.S. Work in MAD on 12/02/2016

    The agencies include Joan Creative, Erich + Kallman and The Community, which will work across the cereal and snack food giant's portfolio of brands. The selections come after General Mills chose MDC Partners' 72andSunny (with sibling agency Redscout) as its primary creative partner for the U.S. in October.

  • Dentsu Aegis Expands MKTG To Canada With S&E Sponsorship Acquisition in MAD on 12/02/2016

    Dentsu Aegis Network has acquired S&E Sponsorship Group in Canada which the agency will use to launch its lifestyle marketing agency MKTG in the region. Dentsu Aegis acquired MKTG in 2014 for approximately $52 million with a plan to craft a new global network brand with MKTG at the core.

  • Christina Falzano Tapped To Head Brand Union's New York Office in MAD on 12/01/2016

    Falzano most recently was Executive Director, Client Services at the agency and managed client relationships and initiatives for brands including IHG, Pernod Ricard, CBRE and Dell.

  • Goodwill, Ad Council Shift Focus To Digital In New Campaign Effort in MAD on 12/01/2016

    The Ad Council indicated that given the outsized effect of digital media on campaign donations (based on an analysis by Millward Brown), a new PSA campaign will focus more on digital, social, and mobile platforms. New ads for the "Donate Stuff Create Jobs" initiative were created pro bono by WPP's VML.

  • Isobar US Taps Claudio de Souza To Oversee Its GM Business  in MAD on 12/01/2016

    Souza, one of the agency's top innovators, is joining the U.S. team as a VP based in Detroit, where he will oversee the agency's General Motors account. A 15-year veteran of the agency who previously headed operations in the cities of Belo Horizonte and Rio de Janeiro at Isobar Brazil, Souza is credited with having managed key client projects such as FIAT Mio and FIAT Live Store, which won an Innovation Cannes Lion.

  • On The Pitch: New Rugby League Taps Carmichael Lynch As AOR in MAD on 11/30/2016

    The nascent National Rugby Football League has named Interpublic Group's Carmichael Lynch as its marketing and creative agency of record. The agency's PR subsidiary Carmichael Lynch Relate has been tapped to do PR duties for the fledgling league.

  • Havas Creates New Top Roles For Its 4 Largest Markets in MAD on 11/29/2016

    The French holding company issued a statement indicating that the new roles are designed to "ensure the creation and development of the most effective, innovative and integrated solutions for clients regardless of where the thinking begins."

  • WPP Adds Another Asset To Its Shopper Marketing Arsenal  in MAD on 11/29/2016

    WPP has agreed to acquire Cincinnati-based Promotion Execution Partners ("PEP"), a project management and procurement company that oversees shopper marketing promotions for clients, in the U.S. Terms weren't disclosed and the agreement is subject to regulatory approval.

  • Accenture Acquires UK Creative Shop Karmarama in MAD on 11/29/2016

    The purchase is the latest move into the marketing services realm for Accenture, which has a major presence in the digital sector, and will boost the company's brand strategy and mobile experience capabilities.

  • Pfizer Selects Grey As Lead Agency For Nexium in Around the Net In MediaPost's Agency News on 11/28/2016

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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