Sainsbury's launches Home brand in non-food overhaul | Unilever launches site to publicise roster agencies | Unilever reviewing business after aborted Kraft Heinz takeover bid

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Campaign: Brands February 23, 2017

Brand news and analysis, powered by Marketing LATEST Sainsbury's launches Home brand in non-food overhaul Gemma Charles Sainsbury's is aiming to boost its non-food offering by bringing its homeware under a single brand and transforming clothing arm Tu. Unilever launches site to publicise roster agencies Simon Gwynn Unilever is aiming to drive the adoption of its preferred agencies by local teams with the creation of internal website The Agency List. Unilever reviewing business after aborted Kraft Heinz takeover bid Simon Gwynn An attempted acquisition of Unilever by Kraft Heinz last weekend may have fizzled out, but the experience has led to soul-searching at the Dove, Marmite and Persil maker over whether it is providing sufficient return to shareholders. 'This girl can' moves from advertising to activism Nicola Kemp Sport England wants to avoid the 'difficult second album' with the next wave of its groundbreaking 'This girl can' activity, which has morphed a campaign into a community. O2 renews naming rights for The O2 in Greenwich in 10-year deal Gideon Spanier O2 has renewed the naming rights for The O2, the world's most successful entertainment arena, in a ten-year partnership with the London venue. O2's renewed deal with AEG proves loyalty matters Gideon Spanier O2's decision to renew the naming rights for The O2, the London entertainment arena, reflects the importance of the partnership in maintaining customer loyalty in the mobile market. Gumtree relaunch boosts users by 24% Simon Gwynn Gumtree is on track to achieve its aim of becoming the biggest British digital brand in the UK after a relaunch last year boosted visitors by 24%. Why Renault switched its media budget to target a wider pool of consumers Simon Gwynn Renault will put half of its media budget by 2019 into targeting consumers not actively looking for a car, up from just 10% currently. Retail martech specialist Ecrebo eyes US expansion after £12m investment Emily Tan UK-based retail specialist Ecrebo, which claims to have boosted sales for Waitrose and Marks & Spencer, is set to expand in the US with a round of investment from the founder of Nectar. Intrusive social ads should be avoided, experts say Emily Tan Brands should move away from intrusive ad formats regardless of the options offered by social media platforms, industry experts have said. Starbucks introduces Guinness-style nitro cold brew to UK Simon Gwynn Starbucks is launching Nitro Cold Brew coffee in the UK as it hopes to "revolutionise" the cold coffee category. Change ads or risk being ignored, brands warned Gemma Charles Vulnerable consumers are more likely to assume that advertising is not relevant to them and require campaigns developed specifically to combat their tendency to block out marketing, a new report by Smart Energy GB has warned. McDonald's caters to post-midnight munchies with Night Tube map Simon Gwynn McDonald's has created an interactive map app to assist Londoners in finding their nearest late-night restaurant. Mobile creates a greater sense of urgency in marketing Haseeb-Ur-Rahman Nestlé UK's business unit head for Kit Kat and biscuits explains what marketers should know ahead of Mobile World Congress next week. There's more to life than profit Claire Beale If you've got fire in your belly and passion in your breast, you want to work for a company that's doing the right thing. One thing Pritchard's speech failed to cover Maisie McCabe It may not have got top billing in the P&G boss' powerful address to the US IAB, but advertising viewability is another area where the industry needs to improve. Promoted Sound advice: How to reach new audiences through streaming audio Audio streaming is reaching audiences in places that video can't go - it's time to get your message into people's ears Promoted Getting the most out of fast-turnaround research: what you need to know Ben Glanville, head of YouGov's Omnibus research team, explains the importance of planning and communication when commissioning fast-turnaround research If you are enjoying this bulletin, subscribe now to get even more news, analysis and insight from Campaign, including unrestricted access to campaignlive.co.uk. Click here for subscription options from just £37 a quarter. 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