As the year is coming to a close, Madison Avenue is undergoing one of its most dramatic moments. Last week, WPP came out with a bombshell: It revealed that Ford Motor Company, a major client, rethinks their partnership. This announcement came after the carmaker said it’s reviewing its internal and external advertising model. Since it was established in 1986, WPP has amassed hundreds of agencies.
Looking back at the year nearing its conclusion, this has not been a great year for ad agencies. Advertisers had focused more on cost-cutting, and ad budgets took a nose-dive. Furthermore, just as the pie is shrinking, the landscape is becoming more competitive, thanks to the rise of tech platforms and consultancies like Accenture and Deloitte. But, what stood out for me most this year was the creative resurgence of McCann. Its work shined in 2017.
I once asked legendary creative director, the late Roy Grace what’s the job of a creative director. “To take the garbage out,” he replied. It was a funny answer. But accurate. Creative directors often don’t write the ads themselves, but their job is to make them better, and kill the garbage, the bad ideas. Their job is also to inspire their team, and establish a culture of curiosity and ambition.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".