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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 Conducting U.S. Agency Review in MAD on 07/28/2016

    The firm has focused on trimming and optimizing its ad and media budget for the past several years, and the review is seen as an effort to reduce the number of agencies on its U.S. roster.

  • Interbrand Puts A Spotlight On Young 'Breakthrough' Brands in MAD on 07/27/2016

    The Omnicom Group branding agency, in partnership with Facebook, New York Stock Exchange and ReadySetRocket, has launched a new annual report about what it calls breakthrough brands that are shaking things up in the marketplace.

  • Del Monte Taps Epsilon For Ad Duties in MAD on 07/26/2016

    Epsilon's Chicago-based team will spearhead marketing across traditional, digital and retail channels for Del Monte brands including Del Monte and College Inn.

  • Dentsu Aegis Buys B2B Powerhouse Gyro in MAD on 07/25/2016

    Dentsu Aegis' existing B2B media agency, Interprise, which was launched earlier this year, will be integrated into gyro. According to Dentsu Aegis, the combined gyro entity is the largest B2B shop in the industry. Post-acquisition, gyro will remain headquartered in the U.S., with an expanded global footprint across the U.S., UK, France, Germany, Spain, Australia, Hong Kong, Singapore and the UAE.

  • John Montgomery Promoted To EVP Brand Safety, GroupM Global  in MAD on 07/25/2016

    With a remit to expand adoption of viewability, verification and anti-piracy best practices in international markets, Montgomery will work with GroupM's community of digital advertising and media trading experts at Mindshare, MEC, MediaCom, Maxus, Essence and Xaxis.

  • Havas Group Organic Growth Slows In Q2 in MAD on 07/22/2016

    Growth in North America in the second quarter slid to 0.3% from 1.2% in the first quarter. First half growth in the region was 0.7%. However CEO Yannick Bollore cited a number of recent new business wins in the region that he stated would "bring a big boost to our North American business over the coming months."

  • IPG's UM Retains BMW's $300 Million U.S. Media Account in MAD on 07/21/2016

    The carmaker launched a U.S. media review in May of 2015. UM has serviced the account since winning the client's previous U.S. review in 2009 when it out-dueled then-incumbent GSD&M Idea City, part of Omnicom Group.

  • Havas Group Launches New Media Agency Network in MAD on 07/21/2016

    The company said that it would combine its existing Forward Media with FullSIX, which it acquired last year to form the new offering, effective Sept. 1. FullSIX Media will be led by Marco Tinelli, founder and CEO of the FullSIX Group.

  • IPG Quarterly Growth Softens, Full-Year Targets Still On Track in MAD on 07/21/2016

    Wall Street pushed Interpublic's stock down in morning trading, although some analysts said that was shortsighted. The firm posted 3.7% organic growth for the second quarter and 5.1% growth for the first half.

  • Delta Selects Moxie For Social Media Duties in MAD on 07/21/2016

    The Atlanta-based agency, part of Publicis Media, will manage social efforts, including strategy, content creation and analytics, across Delta's core channels: Facebook, Instagram, LinkedIn, Twitter and its "Taking Off" Tumblr page.

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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