Marketing is changing, Sainsbury's says, from broadcasting messages to seeking to influence online discussions. Speaking at Internet Retailing Expo, the supermarket's digital and cross-channel director Jon Rudoe said the role of advertising and marketing was to put a brand within those conversations rather than just talk at customers. It rolls out a new Web site next week, which Rudoe claims will show that it "lives its values" and he also predicted there will be more digitisation of Nectar. The supermarket uses the loyalty scheme to understand the wants, needs and habits of its customers. The chain is also investigating click …

International football is seeking to emulate the success of the Champions League with the Nations League. From 2018, it will replace friendly fixtures with a series of ties played under a league format, leading to a knockout stage, followed by a final. Sports sponsorship experts reveal that the move is a means of creating more interest around what were run-of-the mill friendly fixtures so brands are tempted to put more money into international football, which has never had the same success as domestic leagues and the Champions League. Fifa has suggested it will be looking to create a new roster …

Ryanair has a new public face to coincide with its advertising on television and encourage user-generated content for the first time. Newly appointed CMO Kenny Jacobs says the brand will focus on a better customer service experience to improve brand perception. The airline will improve CRM through a better use of data and will communicate the fact that it has changed through its first television campaign. The three ads will concentrate on highlighting how the brand has changed to embrace a second carry-on bag, allocated seating, and from next month, a Web site you would actually want to use (including …

Adam & Eve/DDB was named Agency of The Year in last night's British Arrows awards as part of a haul of 20 awards, including Commercial of the Year for its Marmite "rescue" television advert. McDonald's won the Advertiser of Excellence award, and Best New Creative Team went to to BMB's Christopher Keatinge and Dan Bennett for their "Simon the ogre" Thomson Holidays campaign.

Marks & Spencer is reviewing its GBP60m UK media account with incumbent Walker Media, majority owned by Publicis Groupe, involved in the pitch. The key challenge for the retailer is ending a ten-consecutive quarter of declining clothing sales. The retailer will unveil its "leading ladies" campaign on Monday featuring a print campaign shot by well-known American photographer Annie Leibovitz featuring Emma Thompson and Annie Lennox. the campaign was created by long-standing creative ad agency Rainey Kelly Campbell Roalfe/Y&R.

The shortlist for who will compete against incumbents WCRS and Dare for BMW's UK advertising account has been drawn up. SapientNitro, Inferno and a team from BMB and direct marketers Soul will pitch for the business in May in a review handled by AAR and overseen by Uwe Dreher, BMW's new marketing director.

Google is beginning the process of telling advertising agencies whether they have been successful in joining its roster. The Internet giant started a review at the beginning of the year and has been speaking to London agencies in a bid, it explains, to ensure it is working with the right people. The company already works with Bartle Bogle Hegarty, Isobar, Joint and Adam & Eve/DDB. OMD UK, which handles Google's UK media planning and buying, is unaffected by the review.

Waitrose is refocusing its advertising and marketing effort away from paid to free content. Marketing Director Rupert Thomas reveals this is a shift from selling to inspiring -- and that the supermarket believes the advertising world is changing to help people make better choices and be inspired rather than a hard sell. As such, the brand is investing more heavily in its weekly magazine, including new writers Sue Perkins and Mariella Frostrup, as well as its online tv service which will include interviews hosted by Michael Parkinson.

Unilever and P&G, the stalwarts of the traditional FMCG world, have been voted as joint top global "purpose leaders," just ahead of Google and Apple, with Coca-Cola in fifth spot. The poll of marketers by the World Federation of Advertisers (WFA) defined "purpose" as creating programmes that positively impact communities and operate through ethical business practices. It is an important point because nine in ten of the marketers polled believe "purpose" is set to become more important in building brands.

Advertising revenue grew by 51% at Mail Online in the five months to the end of February. However impressive the growth, however, the GBP23m earned in five months falls short of the GBP60m annual target set by its owner, Daily Mail and General Trust.