British Airways has appointed Forward 3D to handle its paid search and Aiyma its organic search brief. The appointments follows a pitch process handled by BA's internal marketing team. The agency rearrangement is the result of the resignation of the incumbent for both briefs, LBi, due to its increasing work with rival airline Virgin Atlantic.

The rise of native advertising has led London's free "Metro" newspaper to launch a content marketing division. Story will bring together planning, insight, editorial, design, production and project management teams. It will be led by Creative Director Sophie Robinson, who says: "Brands are turning to us to create long-term content partnerships. Story sets us up to do anything from pitch to create and produce. Around 75 per cent of briefs already ask for content creation, so we are responding to what our clients want."

Tata Group is looking to go global in its advertising and several London agencies are believed to be involved in the process. The Group owns Jaguar Land Rover, Tetley and Tata Steel, among many other businesses and brands. Although each advertises in relevant markets, the Group is not believed to have so far run any global campaigns. Six agencies are believed to have pitched for the global brief recently, with a final two or three expected to be announced soon for a final round shootout.

Netflix's 24% increase in subscriber revenue year-on-year owes a lot to a shift from free trials and other direct marketing calls to action to a new strategy focussing on promoting its content. CEO Reed Hastings reveals that the company has conducted trials that showed it did not need to rely as heavily on offers. Instead it has gone to market with a message about the quality of its content, including the new series "House Of Cards." Latest results show the company increased marketing spend in the previous year by 15% to $137m.

Affiliate Window is taking its online offers in-store with a new service, called StoreWindow. Through a deal with card-linking platform Birdback, retailers on Affiliate Window's extensive performance marketing platform will be able to offer discounts in physical stores by linking those offers to the shopper's credit or debit card. If a consumer sees an offer they like, they simply click a link (after registering their card details) to add the offer to their card so the loyalty points, cashback or money-off deal is activated automatically at the store's till.

French native platform and network Adyoulike has made the first of a planned series of European acquisitions with the purchase of Content Amp. The British native distribution and content service has been rebranded as Adyoulike with the founders, Francis Turner and Dale Lovell, staying on to run the division in the UK. "In Content Amp we have identified an experienced team that is as excited about native advertising as we are," said Julien Verdier, CEO of Adyoulike. Combined French and British turnover for the current year is estimated to be circa $10m.

British advertising and marketing professionals are low in confidence when it comes to essential digital and mobile skills, a survey by The Knowledge Engineers has discovered. Questioning nearly 1,300 British marketers (from a total of 8000) led to a finding that only a little over a third feel "completely confident" delivering digital marketing. With mobile, just 21% felt confident, compared to a global average of 26%. However, social and search fared better with confidence ratings of 40% and 37%, respectively.The global average for search was just 25%.

Young adults (18-24) desire brands that make life easier, are fun and help save money, according to a new report by youth researchers, Voxburner. YouTube tops its Youth 100 list, followed by Amazon, Google, BBC and Ben & Jerry's. Apple tops the list of companies that young people would like to work for, followed by Google and Top Shop. One curiosity thrown up by the research is that Starbucks' tax avoidance issues seem to be responsible for it falling from 31st place in the top 100 brand list to 70th position this year, yet Amazon, which has similar tax issues, …

Group M's MEC has beaten the Denstu Aegis Network to win Vodafone's GBP600m global media planning and buying account. It will be run through a Team Read Media unit, made up from resources across Group M's agencies. Omnicom's OMD was the incumbent but did not make it to the final showdown, despite having worked with Vodafone for nearly seventeen years.

After fourteen years working with Walker Media, Marks and Spencer has shifted its GBP60m planning and buying account to Group M's Mindshare. Campaign reports the review was prompted by the retailer wanting to focus on a multichannel, digital approach. The switch was the subject of much speculation running up to yesterday's announcement, following the appointment of Patrick Bousquet-Chavanne as marketing director in February. Walker Media has separately issued a statement lamenting what was not "a conscious uncoupling," telling the retailer "we will always love M&S."