Spotify's Head of Branded Experiences, Jack Milligan, is advising brands to put music at the heart of their long-term strategy when teaming up with artists. Speaking at Advertising Week Europe, Milligan warned that one-off collaborations do not achieve anything near the engagement with an artist's fans as a longer-term partnership. "Brands need to do something that continues so they can get so much more out of it," he said. "The more the artist gets behind it the more engagement you see." Charles FitzGerald, Head of Artist Partnerships at record label PIAS, also spoke at the event and agreed that fans …

Tesco is trialing iBeacons in Chelmsford with a store-specific app that will not send customers marketing messages because, according to Mark Cody, Senior Group Marketing Manager, the prospect of walking past a stack of baked beans and your phone bleeping with an offer might put people off the technology. Instead, the app is far more likely to be used to allow customers to build a shopping list which, when activated in-store, offers guidance to the correct aisle for items. The MyStore app is in beta and is only being rolled out very "carefully" to allow Tesco to evaluate it.

To get the most bang for the buck from a huge event like the World Cup, Coca-Cola is advising brands to commit to "real-time" marketing that connects a brand with fans across every screen. Coke's Head of Assets and Experiential, Paul Dwan, predicted at Advertising Week Europe that technology will be the big difference between the 2014 tournament in Rio and the last World Cup. So, pre-planned activity must give way to real-time, live communications across multiple platforms. Coke, for example, has a partnership with Tumblr which, among other activity, will see it create a mosaic of fans' faces that …

WPP Chief Executive Sir Martin Sorrell has revealed the company remains "bullish on Russia" and advises brands and agencies to "hold their nerve." Sorrell is half Ukranian, and believes that sanctions will have little effect on the Russian economy compared to the price of oil and the impact of an ageing population. Despite his prediction of a long-term standoff over Ukraine, Sorrell believes WPP is right to continue to seek new opportunities in Russia and the emerging markets in Eastern Europe -- which, so far, have provided growth that has far outstripped Western Europe since the global financial crisis.

Drinks brands got a reminder from the ASA that rules governing the presentation of alcoholic drinks as boosting confidence and ensuring that consumers have a better time apply to Facebook too. The Youth Alcohol Advertising Council (YAAC) complained about advertising copy on WKD's Facebook page which featured the strap line: "WKD 8 BALL Weekend Prediction YOU WILL REFUSE TO DO KARAOKE. AT FIRST". Beverage Brands (UK) said the advert did not suggest alcohol would improve confidence but the ASA disagreed and upheld YAAC's complaint.

Twitter is tapping into the "second screen" conversations its users have while watching television through the purchase of London-based SecondSync and Paris-based Mesagraph. Both have good contacts in the television industry, providing data on "social TV" which SecondSync says makes it a perfect fit to become part of Twitter because no other platform is so central to second screen television conversations. Twitter has also extended a relationship with market research firm Kantar to a five-year partnership through which both sides will share data to better understand social TV trends.

Facebook's Creative Director has offered his five top tips to success. Speaking at Advertising Week Europe, Mark D'Arcy warned advertisers that unless they focus on treating their users' time with as much respect as their own, they will miss out. Focusing on relevant, lightweight brand experiences is the way to foster connections and prompt users to share content with their friends. Focusing content so it is less generalist is important because, he believes, people are inclined to indulge their specific interests online. Marketing for people -- rather than at them -- was a top tip passed on during his speech, …

London Live is, for want of a better word, live. Following launches of live television stations in Grimsby and Norwich, the capital saw the launch of the country's first 24-hour local television station. It was met with mixed reviews with "The Guardian" reporting that it offered nothing last night that would convince anyone that it was what the capital has been missing all these years. It is backed by the owner of "The Evening Standard," Evgeny Lebedev, and plans to break even within three years.

WPP Chief Executive Sir Martin Sorrell believes the media industry has underestimated the impact of Edward Snowden's electronic surveillance revelations. At WPP, he reveals, the impact has been to distance the global advertising giant from third-party advertising networks. "The NSA controversy has heightened awareness of [privacy and security]," he told the Ad Week Europe conference in London yesterday. "Being very transparent with clients, readers, customers about the [browsing] experience they are having and consequences of it. We have been removing third-party networks for our sites; those ads are also data-gathering mechanisms."

The rush to native advertising is a reaction to Google being the most powerful company on earth, WPP Chief Executive Sir Martin Sorrell believes. Speaking with Robert Thomson, Chief Executive of News Corp., at AdWeek Europe in London yesterday, Sir Martin predicted Google will only become more powerful as it becomes more adept at targeting users' preferences. He believes this power is forcing brands in to native advertising, so they are less reliant on search, but warns there is a risk involved. "Once you blur the lines between content and advertising then the integrity is gone," he said.