McCann Erickson, New York, has had a Twitter feed since 2008 handled by Bruck Stockler, previously corporate communications director, and now director of content and social media for McCann Worldgroup.

Mr. Stockler -- also a former joke writer for Jay Leno who has contributed humor pieces to newspapers and magazines -- has used his witty and sometimes offbeat perspective on current events, pop culture, science, technology and the ad business to grow the handle's audience to 21,000 followers. (Yes, he sometimes tweets agency news, too.)

A sample of his typical, tongue-in-cheek inflection: "4 million yr old bacteria, found in cave, is resistant to antibiotics. It died after exposure to "Jersey Shore."

Mr. Stockler talked to Ad Age about publications he reads to find content, his process of writing tweets on paper before he sends them into the wilds of the ether and why he doesn't tweet headlines.

Ad Age: What kind of a tone are you aiming for on Twitter?

Mr. Stockler: Being a news junkie, I wanted to read lots of...