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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

  • Dentsu Aegis Network Expands In Middle East With Acquisition in MAD on 05/31/2016

    The acquired shop will become part of Isobar, DAN's digital agency network, and rebranded Digital Republic Linked By Isobar. Clients include Unilever, McDonald's, Reckitt Benckiser, Edita, Savola and Frico.

  • Zenith: Luxury Advertising Will Grow 3% In 2016 in MAD on 05/31/2016

    That's lower than the overall rate of ad spending growth for the year, estimated at 4.5%, but a rebound for the luxury sector itself, driven by a recovery in Asia and Eastern Europe. The forecast is the second annual Luxury sector ad spend report from Publicis Groupe media agency Zenith.

  • William Shatner: Actor, Horseman And (Now) Greeting Card Personality in MAD on 05/27/2016

    The Hollywood legend means many things to many people. Now, you can also think of him as a greeting card personality-a new profession he's just taken up in a partnership with American Greetings, which was crafted by agency MullenLowe.

  • Lymber Up: Agency Vets Out To Revolutionize Fitness Biz in MAD on 05/26/2016

    Agency veterans Doug Hecht and Chuck Phillips have created a new app called Lymber that they believe will do for the fitness business what Expedia and others have done for the travel industry. The app is in beta test now and will launch next month on the west coast. Plans call for a rollout to about 15 major markets including New York, Chicago and Denver by year's end.

  • GroupM's Modi To Use Innovid Video Platform To Deliver Client Content in MAD on 05/26/2016

    As more attention and resources are being directed toward cross-device marketing campaigns, GroupM advanced TV unit Modi Media is aligning with Innovid the video marketing platform to deliver cross-screen video content with a focus on living room devices.

  • Agency Veteran Gary Slack Inducted Into ANA's New B-To-B Hall Of Fame in MAD on 05/25/2016

    Gary Slack is the founder and chief experience officer of Slack and Company. Unlike most B-to-B marketing agencies, which specialize in either branding or demand generation, Slack and Co. has invested in both disciplines since its founding 25 years ago.

  • Newly Revamped TBWA\WorldHealth Puts Leadership Team In Place in MAD on 05/25/2016

    The Omnicom Group agency has appointed two managing partners, as well as strategy, creative and digital chiefs. They will report to agency CEO Sharon Callahan and Robin Shapiro Group President North America.

  • MediaCom Appoints Its First Chief Strategy Officer For The Americas in MAD on 05/25/2016

    The agency appointed Jon Gittings to the new role. Previously, he was Global Business Development Strategy Officer. He is credited with managing pitches and other efforts that have contributed $3 billion in new business billings since joining the agency in 2014.

  • Go Green: Geometry Global Teams With MSU On New Shopper Marketing Course in MAD on 05/24/2016

    Created and taught jointly by members of both organizations, the course combines face-to-face teaching with remote learning. It is currently available to students at Michigan State and will roll out globally online to students and industry professionals later in the year.

  • PHD Boards Carnival, Consolidates $100 Million+ In Media in MAD on 05/24/2016

    The Carnival review was designed to consolidate its paid media strategy development and execution across its global cruise brands. The firm had indicated that it wanted an agency partner that could deliver both portfolio management and travel expertise.

Comments by Stephen All comments by Stephen

  • 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!

  • WPP Sells HQ Property, Heads To Columbus Circle by Steve McClellan (MediaDailyNews on 12/19/2012)

    A couple of employees of the maintenance company were reportedly let go. And the company was sued by at least one of the people inside the elevator who witnessed the tragedy. No word yet, at least no public word, on whether Hart's estate or family is suing or talking settlement with the building's owner or the maintenance co.

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