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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

  • Kodiak Cakes Taps Struck For Branding Assignment in MAD on 03/24/2017

    The Agency and food products client say they will develop a refreshed brand positioning, new product packaging and a revamped ecommerce website.

  • Dentsu, Evolable Asia Form Digital Training Camp Venture  in MAD on 03/24/2017

    With sharply increasing demands for digital services from clients, Dentsu said in a statement that there are "concerns over the dwindling number of programmers, system engineers and other developers in the Japan market."

  • KSL Bankruptcy Saga Continues in MAD on 03/23/2017

    Three and a half years after filing for bankruptcy, the trustee for the estate of defunct media agency KSL Media is still winding down the shop's tangled and messy affairs.

  • AB InBev Puts $2 Billion Global Media Assignment In Review in MAD on 03/23/2017

    The review comes shortly after the beer giant's $100-plus billion merger with SABMiller late last year. Combinations such as this frequently trigger agency reassessments.

  • Former Initiative Strategy Head Forms New Consultancy  in MAD on 03/21/2017

    Sarah Ivey, former global chief strategy officer at Interpublic's Initiative, has formed a consultancy to advise ad agencies, marketers, startups and NGOs. Ivey, now based in Toronto, has recruited several former Initiative colleagues to manage offices in New York and London.

  • This Year's Future Lions Will Be Looking Beyond The Expected  in MAD on 03/21/2017

    The brief for this year's student competition: Connect audiences to an idea from a global brand in a way not possible three years ago. There are no boundaries or restrictions on which industries or media are chosen. The deadline for entries is April 12.

  • ARF's McDonald Addresses Industry's 'Crisis Of Confidence'  in MAD on 03/20/2017

    CEO McDonald told attendees at the ARF's annual gathering that the organization would focus on research projects that will advance the advertising and marketing sectors.

  • DDB's Clark At The ARF Conference: Data, Intelligence At Our Core  in MAD on 03/20/2017

    Data and intelligence are at the core of the new agency that Omnicom created for McDonald's after it won the fast food giant's U.S. business last summer.

  • More Management Shifts At W+K in MAD on 03/17/2017

    Wieden+Kennedy has promoted Neil Christie, longtime managing director for W+K London, to the global role of chief operating officer, in which he will manage day-to-day operations of the W+K network.

  • Report: Dentsu Was 2016's Most Acquisitive Holding Company  in MAD on 03/17/2017

    Dentsu made 39 agency acquisitions, according to a new report from COMvergence analyzing holding company and IT/consulting firm m&a activity for last year. The two groups made a total of 116 acquisitions, accounting for total staff of 16,210 and combined revenue of $1.921 billion.

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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