Media AM - YouTube, Heineken, Publicis Groupe, Havas Media Group, Carlsberg

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17th February 2015

YouTube to air Creators documentary to educate brands Anomaly London has teamed up with an Oscar-nominated director to create a documentary exploring the rise of YouTube creators. Heineken kicks off #ChampionTheMatch social activity as Champions League hots up Heineken has followed up last year's #ShareTheSofa campaign with a new online platform encouraging people share their match day rituals using the #ChampionTheMatch hashtag. Publicis Groupe to acquire content news platform Relaxnews Publicis Groupe is to acquire Relaxnews, the press and content agency based in Paris, for approximately €15 million (£11 million). Havas Media Group partners with content marketing platform Havas Media Group has formally partnered with the content marketing platform NewsCred, in a bid to expand its content capabilities. 'If Carlsberg did...' returns to TV after four years Carlsberg, the Danish lager, has revived its "if Carlsberg did..." strapline as a TV campaign after a four-year hiatus. Big ideas and how they are distributed call for creativity My 2015 opened with a bang in the manipulative-yet-spontaneous, man-made-yet-mythical sensory overload that is the Consumer Electronics Show. This felt like a fitting start to the year - a portent of the abundance of ideas, all shapes and sizes, that will be unleashed by the new evolving creative democracy. Let me explain. Things we like: native guidelines, CBB bowing out and Twitter eyes expansion Some things in the media business we liked in the week up to 13 February, and one thing we didn't... Has Apple's Tim Cook predicted the death of data-driven marketing? Apple's Tim Cook says customers have a right to privacy and, ahead of the launch of the tech giant's long-awaited payment service Apple Pay, it's a message the industry should pay attention to, says Chris Pearce, joint CEO at TMW Unlimited. Apple rated world's most valuable brand and Lego most powerful Apple retains spot at the world's most valuable brand, while Lego steals the top spot from Ferrari as the world's most powerful brand. The Sunday Times promotes film season ahead of the Oscars The Sunday Times is promoting its inaugural film and screen season with a series of minimalist posters giving readers an insider's guide to film - quite literally. Magazines ABCs: Top 100 at a glance The picture is stark - people in the UK are continuing to buy fewer magazines, with total circulations in the marketplace tumbling by more than 15 million copies in 2014. The evolution of social in the 2015 Super Bowl Social media is gaining popularity in the biggest US sporting event, but measurement remains difficult. Is direct mail still essential in the media mix? Royal Mail is aiming to boost the appeal of mail and target its 'image problem' with new research and an ad campaign. Telegraph launches Spark branded content and data division Telegraph Media Group (TMG) is boosting its branded content offering with a new creative commercial department called Spark, underpinned by data and analytics. So much more than a poster An outdoor ad once meant paper and paste. Of course, digital has changed all that. But we're just at the tip of the iceberg, Ed Owen writes. Agencies must play their part in good relationships Last week's column on trust has clearly struck a nerve, with many agency leaders agreeing there needs to be better understanding between clients and agencies. Growth in digital bolsters commercial radio revival The sector is stealing share away from the BBC, in part thanks to successful brand extensions. By David Benady. Latest blogs The rise of InMobi: how we broke the billion Mobile ad network InMobi passed the milestone of one billion unique mobile devices on its network in quarter four of 2014. Naveen Tewari. its founder and chief executive of InMobi, explains how. Why we need directions for going native Native advertising already accounts for more than a fifth of digital display ads, yet there's still a lot of uncertainty that needs clearing up if it is to avoid consumer mistrust, warns the IAB's Clare O'Brien. Media Week: 30 years, and three key figures As Media Week prepares to turn 30 on Sunday, launch editor and co-founder, Tim Brooks, reflects on the birth of the brand and a new marketplace. Facebook's plans work for brands Facebook continues to develop its commercial potential, says Steve Parker, co-chief executive of Starcom MediaVest Group. Snapchat's Discover is long overdue but it's far from perfect Grace Regan, co-founder and editor-in-chief, Clippet, celebrates Snapchat's latest media launch, but finds room for improvement. 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