Microsoft is working on a new mobile handset brand identity, post Nokia purchase, but the Nokia name will not be replaced by Microsoft Mobile. The company has revealed that although the latter name exists, it was used as a legal vehicle to facilitate the purchase. Instead it is working on a new brand identity for the future. Analysts have warned dropping the Nokia name is risky because in the latest YouGov Brand Index it is close behind Samsung and Sony whereas Windows Phone lags far behind.

The British Airways agency shakeup continues, with M&C Saatchi Milk now being appointed to handle its global CRM strategy and analytics. BA has worked with M&C Saatchi Milk since 2012 on its "Know Me" programme, designed to turn customer data into marketing opportunities. Recently, BBH retained BA above-the-line advertising account in a joint venture with 7 Seconds owners Simon Hall and Warren Moore. Ogilvy One lost the below-the-line and loyalty marketing communications account last month. Its successor is expected to be announced soon.

As Microsoft formally takes charge of Nokia, the challenge before it has been laid bare by the latest Kantar Worldpanel ComTech figures. They show a boost for Apple in Q1 which took it to nearly reach a 20% market share in Europe while Android remained dominant with a 70% share. That leaves Windows with an 8% slice of the market. Furthermore, Kantar warned, Nokia faces fierce competition from low-end Motorola, LG and Samsung handsets. Smartphone ownership stands at 71% in the UK and 88% of all new phones sold are "smart."

Turner Entertainment is promising a "war room" team of writers, producers, lawyers and marketers to allow television adverts to become more "real time." The move comes after the phenomenal success of Oreo -- which, when the lights failed at The Super Bowl, tweeted a dimly lit Oreo biscuit with the tag line "You can still dunk in the dark." The quick thinking, viral campaign raised questions about the cost effectiveness of prime tv spots featuring content shot weeks in advance. Turner's initiative will initially involve its TBS And TNT American channels.

Spotify launches its biggest ('seven figure') campaign to date today, which is more focussed on the role the music streaming service plays in a subscriber's life than its previous communication around features. The campaign will run across cinema, VOD, digital and out of home. It centres around three videos featuring stories through the medium of Spotify, Facebook, text messages, Skype and Instagram. The campaign comes after Spotify recently rolled out a new-look desktop and mobile design and launched a free ad-funded service on mobile.

UK ad spend will hit GBP20bn next year, largely through brands increasing digital budgets and being encouraged to ramp up overall budgets for this year's World Cup. Figures from the Advertising Association and the World Advertising Research Centre reveal that UK ad spend rose 4.5% last year to hit GBP17.9bn, and will rise 5.5% in 2014 and then a further 6.5% in 2015. In addition to predicting that television and digital will have a good year, thanks to the World Cup, growth in national newspapers (of 2%) is forecast to return in 2015.

Sir Martin Sorrell has poured more scorn on the planned $35bn merger of Publicis and Omnicom. A week after the WPP chief executive said the "merger of equals" was impossible because one would have to buy the other, he yesterday referred to the deal -- which is experiencing delays -- as "a soap opera." Sorrell estimates there is now a 30% to 50% chance the tie-up may never happen and that WPP has picked up large accounts from Publicis and Omnicom, including Vodafone and Marks & Spencer, potentially due to uncertainty around the deal.

Royal Caribbean Cruises operator Celebrity Cruises is reviewing its GBP5m media and planning account, currently held by AMS Media. The review will be conducted internally and is in its early stages with media agencies who have shown an interest receiving briefings. The operator recently signed a deal to be the official cruise partner for The O2 music venue.

Facebook is launching a new "lookalike" audience feature that will enable brands to identify users on the social network who most closely resemble shoppers on their desktop or mobile ecommerce sites, in addition to their Facebook page. Facebook explained: "We're expanding our lookalike audience capabilities to allow advertisers to create lookalikes based on people who visit their websites, use their mobile apps or are connected to their Facebook pages." Privacy is maintained by identities not being shared with brands, Facebook assured.

Anglo Dutch FCMG giant Unilever is attributing growth in North America to "strong, impactful advertising." Underlying Q1 sales of brands, such as Lynx and Knorr, were up 3.6%, ahead of analyst expectations. Unilever revealed that it has increased investment in brand marketing, which will carry on increasing in to Q2 as it looks to support new launches in its Cif, Tresemme, Comfort and Vaseline brands. CFO Jean Marc Huet singled out the "sustained investment behind our brands."