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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

  • MEC's Kaplowitz Named New 4As Chief in MAD on 02/25/2017

    Marla Kaplowitz will succeed Nancy Hill, although the effective date is still being finalized. The 4A's said Kaplowitz was selected by a 10-person committee headed by 4As board chair and Horizon CEO Bill Koenigsberg and that the committee's choice was unanimous. MediaLink managed the search process.

  • Lowe's Selects Starcom For $300 Million Media Assignment in MAD on 02/24/2017

    The firm hired a new CMO, Jocelyn Wong, while the review was in progress. She stated Friday that the home improvement chain was "impressed with Starcom's capabilities and their digital first, omnichannel approach to media and believe they will help us remain innovative and well-positioned to connect with home improvement consumers."

  • Another Agency 'Death By Overwork' in Around the Net In MediaPost's Agency News on 02/23/2017

  • GSD&M: 'I Pee with LGBT' (And You Can Too) in MAD on 02/23/2017

    Texas is in the process of enacting a so-called 'Bathroom Bill," similar to the one passed in North Carolina last year. But Austin-based ad agency GSD&M in collaboration with ACLU of Texas and Legacy Community Health is out with a new campaign this week that is trying to persuade the state's citizens that the bill, known as SB6, is discriminatory.

  • Miele Selects Barker For U.S. AOR Duties in MAD on 02/23/2017

    The selection was made without a formal review; the high-end appliance brand did not previously have a U.S. agency of record. Barker will handle traditional and digital advertising, social media marketing and promotional support.

  • Grey And Coty Part Ways in MAD on 02/22/2017

    The agency confirmed the split, which occurred on February 13. Grey had handled CoverGirl for 26 years and more recently was the lead agency for brands including Clairol, Wella and a portfolio of fragrances. Coty has confirmed that Droga5 has been awarded the CoverGirl business.

  • Gyro Taps Mike Harris For New Strategy Role in MAD on 02/22/2017

    Agency veteran Harris has been appointed to the new role of global chief strategy officer, technology for the Dentsu Aegis B2B agency and will focus on devising marketing strategy for one of the shops' biggest clients -- HP.

  • Kinetic's New Social-Mobile Approach To OOH Planning in MAD on 02/21/2017

    The model was developed by Lilliana Caro, Global CMO at Kinetic. In part it's a response to the era of ad fraud and ad blocking, said Caro. "We believe we need to reinvent the strategic planning process in order to ignite real-world actions," she said.

  • WPP's Kantar Hires Marketing Vet Julie Kollman As Chief Research Officer in MAD on 02/21/2017

    Kollman was most recently global head of insights at SABMiller. At Kantar, Kollman will work internally and with the company's global clients on a variety of research and methodology, innovation and best practices issues. She succeeds Efrain Ribeiro in the role.

  • Omnicom Media Group Tops In New Business In 2016 in MAD on 02/20/2017

    That's according to a new report from media agency tracker RECMA, which found that the Group -- whose agencies include PHD, OMD and Hearts & Science -- turned in the best net new business performance based on billings. Major wins included AT&T and Volkswagen. The report tracked more than 900 account pitches globally.

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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