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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

  • Fifth Third Bank Selects Empower MediaMarketing As New Media AOR in MAD on 01/20/2017

    The win quickly fills an open category for the agency which parted ways with US Bank last month after a 23-year run. Empower will lead media planning and buying efforts including social media and content marketing for Fifth Third. Both agency and client are based in Cincinnati. The incumbent was Publicis Groupe's Mediavest | Spark.

  • Dentsu Appoints Long-Time Insider As Its New CEO in MAD on 01/19/2017

    Dentsu confirmed today that a 36-year veteran of the holding company, Toshihiro Yamamoto, will become the next president and CEO of the firm, effective January 23. Yamamoto will succeed Tadashi Ishii, who said in December he was resigning as a way to take "full responsibility" for the death of a young Dentsu employee whose apparent suicide in December of 2015 has been linked to the excessive amounts of overtime she had been logging in the months leading up to her death.

  • Chipotle Selects New Agencies: MullenLowe Mediahub, Venables Bell & Partners in MAD on 01/19/2017

    The restaurant chain wrapped up a four-month review and has selected MullenLowe Mediahub for planning and buying chores and Venables Bell & Partners for creative ad duties. Omnicom's GSD&M was the incumbent for both creative and media duties and participated in the review.

  • MDC's Nadal Tried To Expense Cosmetic Surgery, Pet Care, Other Bogus Expenses in MAD on 01/18/2017

    That's according to the SEC, which confirmed today it finalized a settlement with MDC Partners after a two-year probe into its accounting practices. The firm will pay a $1.5 million penalty to settle charges that it failed to disclose all of Nadal's perks and violated other disclosure rules.

  • Mindshare Taps Initiative's Peterson As U.S. Digital Investment Lead in MAD on 01/18/2017

    She joins the GroupM agency from Initiative and replaces Jon Hsia, who left last October. Peterson is tasked with leading the team that is responsible for digital trading, ensuring viewability standards and programmatic across the agency's U.S. portfolio of clients.

  • VML Elevates 2 To NA Chief Creative Officer Roles  in MAD on 01/18/2017

    John Godsey and Mike Wente are taking on the new roles, which will allow the agency's Global CCO Debbi Vandeven to spend more time focusing on the shop's expanding global client base and creative efforts on their behalf.

  • Leo Burnett Recaptures $100 Million U.S. Special K Account in MAD on 01/17/2017

    Kellogg has been a client of Burnett's for over 60 years and last year decided to shift its iconic Special K brand in the U.S. to WPP's J. Walter Thompson. Now the brand has made a dramatic reversal and decided to move the business back to Burnett.

  • Mediavest |Spark Wins $225 Million KFC Media Assignment  in MAD on 01/17/2017

    KFC U.S. has selected Mediavest | Spark, part of Publicis Media, as its new agency for media planning and buying responsibilities for its general-market business in the United States. The company spent about $225 million on ads in 2015, according to Kantar Media.

  • In A First, Steve Jobs Is Featured In Spots Not Promoting Apple in MAD on 01/17/2017

    The spots are from Havas New York and showcase the work of the U.S. Digital Service, which was created by President Obama in 2014 to help government agencies with their digital transformation efforts.

  • Dentsu Issues Over-Billing Report, Finds Nearly 1,000 Flaws in MAD on 01/17/2017

    Dentsu said today its internal investigation into its digital ad billing practices in Japan found nearly 1,000 cases where inaccuracies occurred in the processing of transactions between November 2012 and July 2016. The report, based on a probe that began last fall, also addressed remedies being taken.

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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