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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

  • MDC Broadsided By Scathing Wall Street Report, Stock Takes A Hit in MAD on 04/29/2016

    The report, issued Friday by short seller Gotham City Research, concluded that more "wrong doing" would be disclosed by the ongoing SEC investigation of MDC, which would restate "several years" worth of financial results. MDC responded that the report was "false and misleading."

  • Goodby Vet Robert Riccardi Jumps To Argonaut As CEO in MAD on 04/29/2016

    The move reunites Riccardi, who was a managing partner at Goodby, with Argonaut founders Rick Condos, Hunter Hindman, and Max Heilbron. They had worked together over the last decade at GS&P.

  • Omnicom's DAS Forms New Unit To Serve Nonprofits in MAD on 04/28/2016

    The new offering is a collective through which clients can tap into services from existing DAS agencies including: Changing Our World, Critical Mass, Interbrand, Ketchum, Porter Novelli and Russ Reid. The One Hundred team will be led by Brian Crimmins, CEO of Changing Our World.

  • Veteran Search Consultant Dick Roth Sells His Firm To Former Agency Execs in MAD on 04/28/2016

    Roth has sold control of his 28-year-old namesake firm to Matt Ryan and Chris Hayes. The firm has been renamed Roth Ryan Hayes. The Observatory, the management consultant that has worked in partnership with Roth for three years will become a separate brand known as The Observatory International.

  • WPP Posts Q1 Organic Revenue Growth Of 5.1% in MAD on 04/28/2016

    By comparison the Interpublic Group last week reported organic revenue growth of 6.7%, Omnicom 3.8% and Publicis Groupe 2.9%.

  • TuneIn Rolls Out Brand Campaign From New AOR McKinney in MAD on 04/27/2016

    Coinciding with the recent start of the 2016 Major League Baseball season and the NFL Draft, a new brand statement, "Listen Like You Mean It," will make its debut tomorrow in two major baseball markets, Chicago and Boston and will then roll out to a dozen more markets in the coming months.

  • Clorox Details Assignments For Its Two New Lead Creative Agencies in MAD on 04/27/2016

    FCB's San Francisco and Chicago offices will work on the global marketing campaigns of Clorox branded cleaning and laundry products as well as other home care brands, including Pine-Sol cleaners, Poett home care products and Liquid Plumr clog removers. The assignment also includes Glad trash and food protection products globally. mcgarrybowen/Dentsu Aegis will handle the Burt's Bees business (previously handled by Baldwin&) as well as the Hidden Valley, KC Masterpiece, Brita, Kingsford and Fresh Step & Scoop Away brands.

  • Omnicom's PHD Wins Delta Airlines Media Assignment in MAD on 04/26/2016

    The company has spent about $50 million on ads in the U.S. in the past couple of years. According to people familiar with the matter, it is planning to double that number going forward.

  • Updated: DDB, Longtime Client Clorox Part Ways As FCB And Mcgarrybowen Join The Client's Roster in MAD on 04/26/2016

    Clorox began an agency review late last year and late Tuesday confirmed that Interpublic's FCB and Dentsu's mcgarrybowen would be assuming the bulk of creative duties for the account. The company spent $523 million on advertising in fiscal 2015, according to its annual report.

  • McDonald's $800 Million-Plus U.S. Ad Account Up For Grabs in MAD on 04/25/2016

    The account has been handled for decades by incumbents DDB, part of Omnicom and Leo Burnett, the Publicis Groupe agency. McDonald's spent $824 million on measured media in 2015, down about 12% from the $940 million it spent in 2014.

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 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!

  • 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.