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Steve McClellan is the Editor of MediaPost's Agency Daily (MAD). You can reach Steve at

Articles by Stephen All articles by Stephen

  • E*Trade Media Assignment Goes Into Review in MAD on 02/09/2016

    GroupM is the incumbent and has held the assignment since the client shifted the business in 2014 from Publicis Groupe's Spark without a review.

  • Omnicom's New Global Media Agency To Launch 'In A Few Weeks' in MAD on 02/09/2016

    Omnicom CEO John Wren told analysts and investors Tuesday that the holding company would be launching a third global media agency network within the next few weeks. The agency will be structured on a regional hub system and will have fewer offices overall compared to sibling media shops OMD and PHD.

  • Nature's Path Breaks New Marketing Campaign in MAD on 02/08/2016

    With the theme #OnMyPath, the Company's new campaign is comprised of two phases. The first phase kicked off in January with a national TV spot and a contest offering a chance to win one of three national park adventure tours celebrating the National Park Service Centennial and supporting the National Park Foundation. The TV spot was developed by agency Macias Creative in partnership with Relsen+.

  • Wall Street Analyst Wieser Upgrades IPG To 'Buy' Rating in MAD on 02/08/2016

    The upgrade comes just weeks after the influential Wieser upgraded Publicis Groupe to a "buy," based on the belief that the ad holding company had been "overly punished" by investors for its weak business performance in recent quarters.

  • Mediabrands Boosts Mobile Chops With Purchase Of UK's Mubaloo in MAD on 02/08/2016

    It's the latest in a recent buying spree of mobile specialists by agencies. The deal is part of Mediabrands' ongoing effort to expand the global footprint of its mobile unit Ansible.

  • MEC Makes Two Global C-Level Appointments in MAD on 02/04/2016

    The WPP media shop named Stuart Bowden global chief strategy officer, while Pele Cortizo-Burgess has been appointed its chief creative officer, based in New York. Bowden was previously Co-CEO, MEC UK, along with Jason Dormieux, who now takes the role of sole CEO for the agency's UK operations.

  • Agency Vet Dan Wald Joins Joanne Davis Consulting in MAD on 02/04/2016

    Wald is a 30-year veteran of the marketing world, who has served with a number of shops and brands. He has been involved in hundreds of reviews across multiple industries and channels.

  • Nationwide Insurance, McKinney Part Ways After 7 Years in MAD on 02/04/2016

    The split comes after a CMO switch at the insurer last year. Matt Jauchius left the company and was replaced by company veteran Terrance Williams. Jauchius' departure came a few months after the firm aired the controversial "Dead Boy" ad in the Super Bowl last year, which, ironically, McKinney had nothing to do with.

  • GreyHealth Group Buys The Lathe in MAD on 02/04/2016

    The agreement to acquire The Lathe follows last week's deal by Grey to buy San Francisco-based ArcTouch, a broader based mobile app developer that will become a standalone unit within Grey's Brand Experience Group.

  • IBM Discloses Third Agency Acquisition In Two Weeks in MAD on 02/03/2016

    The latest is Dusseldorf-based, which has a staff of 200 and offices in Bracknell/London, Munich, Wels, Varazdin, Vienna and Zurich. Earlier this week it announced plans to buy Berlin-based Aperto. That followed last week's pending deal to buy U.S.-based Resource/Ammirati.

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 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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