Dive Summary: 

• One of the largest agency's on Madison Avenue, McCann Erickson New York is expanding its social media division in response to the growing client interest; new hires will be more than 30 professionals. 
• The name of the division has been changed from McCann Social to McCann Always On to reflect the real time nature of social media. 
• McCann Always On is currently working for 15 different brands including General Mills, L'Oreal, and Nestle. 

From the article: 

"Ms. Hudspeth gave as an example an effort for Cinnamon Toast Crunch cereal, sold by General Mills. After comments were found in social media about the brand from 'millennial males' who ate it at night — rather than from the target audience of mothers buying it as breakfast for their children — 'we created some posts for Facebook and Twitter that got a lot of engagement,' she said, featuring cheeky comments like 'Good in bed' and 'Spoon with me.'”