The Post Office is reviewing its advertising, direct and digital accounts through the Crown Commercial Service, which has approached agencies on the Government's creative framework. That rules out the incumbent on the estimated GBP12m advertising account, Dare, because it has not been selected for the Government's roster of creative agencies. The direct and digital account incumbent, FCB Inferno, has been in place since winning the business in 2004 and again in 2010. The latter appointment was for four years, and so the account has naturally come up for review.

WhatsApp has announced it has half a billion users, following a growth spurt in emerging markets, including Brazil, Mexico, India and Russia. The messaging application, recently bought by Facebook for an estimated GBP11.4bn, claims it now has 700m photos and 100m videos shared on the service daily.

Young's Seafood is in the early stages of reviewing its estimated GBP10m creative account as it seeks to increase its investment in above-the-line advertising. The Findus Group-owned brand is approaching agencies this week, but no intermediary has yet been appointed. Mother London is the incumbent and is involved in the process. The review does not affect the seafood brand's media agency, MediaCom.

Research from Tumblr suggests that while Twitter is the channel for discussing live television shows, Tumblr is where people go to talk when it is over. Working with Pulsar, five shows (including "Sherlock," "Supernatural" and "Malcolm in the Middle") were tracked before, during, and after airing. Twitter, as expected, dominates during the average show -- with 600,000 tweets compared to 91,000 Tumblr posts, but then an hour after a show finishes, Tumblr has 30% more posts than Twitter has tweets. The next day, Tumblr is two-and-a-half times more active, the research concluded.

One in five mums do not relate to how they're represented in advertising, according to Saatchi & Saatchi research for Mumsnet released today. It found that the cliches of motherhood being endless drudgery with the occasional moment of pride or fun, often provided by a clown dad, are out of date. Women need to be treated as individuals and motherhood needs to be treated as good fun. Women, the research concludes, are more likely to fit into a traditional wealth, class, education or geographic demographic than a modern grouping based on number of children and whether they have returned to …

More than a third of the top 100 brand sites in the UK have not been optimised for mobile, according to the European Mobile Optimisation study released today by the Interactive Advertising Bureau (IAB). The study, created in partnership with Kantar Media, showed that 36% are not optimised -- an improvement of 6% over the year before. Automotive brands lead the pack with 100% optimisation in the UK, compared to a European average of 85%. However, the UK FMCG sector is behind Europe with 22% optimisation compared to 44% in France and 55% in Germany.

Diageo's Haig Club whisky, created in partnership with David Beckham and Simon Fuller, has appointed Adam&Eve/DDB to its global advertising account. The drinks brand did not name the other agencies involved in the competitive pitch process. The new whisky is one of Diageo's biggest new product developments and is due to be available toward the end of the year. Beckham will be promoting the brand, including a campaign for responsible drinking.

JCDecaux has signed up the first publisher to its @RailBookClub, which provides book-related content on digital outdoor screens at railway stations for book readers. The deal with Hachette UK will give the club access to well-known authors, such as Martina Cole and Cressida Cowell, for live events and signed books that will be promoted to commuters through JC Decaux's extensive out-of-home digital screen network.

Facebook video ad and post plays have increased nearly eightfold year-on-year just at the time that the social media giant launches auto-play adverts to selected partners. Adobe's Social Media Intelligence Report concluded this has led to a 2% increase in revenue per visit (RPV) while RPV from Twitter and Tumblr declined by 23% and 36% year-on-year. The research showed that text-only posts were declining in engagement compared to posts with links rising by 167%, in terms of likes, comments and shares. The biggest day for engagement with posts is, unsurprisingly, Friday.

A Yorkshire businessman and former Tory donor, Paul Sykes, is behind UKIP's largest ever advertising campaign, a month before European elections. He has funded a GBP1.5m UKIP campaign that is already being labelled "racist" for its reference to cheap foreign labour. The UKIP posters will run in two waves over the next month and will be supported by press and online advertising. UKIP leader Nigel Farage says he expects the campaign to ruffle some feathers among "the chattering classes" but is not bothered "in the slightest."