The days of assuming you ever have a consumer's undivided attention are long gone and brands must now figure how to 'channel the stream', Twitter UK MD Bruce Daisley told IAB Mobile Engage delegates yesterday. "The notion of any brand having undivided attention is fanciful. You've got to try and provide something more stimulating and briefer than before," he said. Daisley revealed that 80% of Twitter's 15m UK users access the site on mobile, half use it while commuting and 60% while watching television.

Guinness is looking for a new global creative agency after parting company with Saatchi & Saatchi. The new agency will work on the flagship brand platform 'made of more' and will focus on digital and shopper executions. A short list has been drawn up ahead of the formal pitching process. Saatchi & Saatchi won the global account in 2008 in the run up to the Diageo brand's 250th anniversary. The account does not include global strategic work which is handled to AMV BBDO.

Sony is aiming to own the second-screen experience during the World Cup with its 'One Stadium Live' bespoke social network, created by Isobar, that will collate football content from Twitter, Facebook and Google+. Content will be available in English, Japanese, Portuguese, French, German and Spanish with an editor on hand to remove offensive posts. Technology from Luminoso will use natural language process rather than keywords to filter content into relevant group conversations.

If you took the Central line into work this morning you may well have noticed Magnum taking over a train on the line as part of its GBP13m marketing campaign to celebrate the ice cream brand's 25th anniversary. The train, which features doors resembling Magnum wrappers and interiors bedecked with Magnum advertising, will run across London until the end of July.

The Government Communications Plan, published today, sees a 22% budget increase with agencies invited to pitch for forty briefs. The increase to GBP289m for 2014-15 is still only just over half the GBP532m budget for 2009-10. It will include digital training for all communicators and will launch a national awards programme with "The Guardian." The three overriding themes across the 40 briefs are economic confidence, fairness and aspiration and Britain in the world.

Stella Artois is to become Wimbledon's first beer sponsor in a deal that runs from this summer's tournament through to 2018. The beer brand had previously sponsored the Queen's Club Championships until 2008, now the Aegon Championships. It is launching a new television campaign called 'The World's Greatest Events' to celebrate its association with Wimbledon, the Kentucky Derby and The Open Championship, which will run in 25 markets worldwide.

Startup hotel comparison brand, Top10.com, has appointed Creature London to create its first above-the-line campaign that will air on television later this year. The hotel comparison site has yet to appoint a media agency. To date it has relied on social media and search. Top10.com, as its name suggests, offers users top ten lists of hotels in specific areas based on a combination of user reviews, popularity and pric

Birds Eye is allowing diners at the Picture House restaurant at the Ice Tank in Soho to settle their bill today and tomorrow by posting a picture on Instagram with the #BirdsEyeInspiration tag. The social media initiative is a world first, the brand claims, and part of a GBP16m push to become more appealing to adult diners. The move follows research that suggests half the nation regularly take pictures of their meals. The project will move from London to Manchester and Leeds next month.

Austria's bearded drag queen, Conchita Wurst, has helped Twitter set a new record for Eurovision tweets. The total of 5.385m smashed last year's record of 3.76m and saw an average of 47,000 tweets per minute. Last year's Eurovision was the most tweeted show of 2013. Wurst was a well-supported winner of the 2014 show but had been subjected to vicious homophobic criticism ahead of the singing competition.

Japanese sportswear brand Asics is calling a global review of its media planning and buying account held by Manning Gottlieb OMD in the UK and its parent company OMD across the EMEA region since 2008. OMD is taking part in the review, which is believed to have been prompted by a desire to move all planning and buying into a single agency. Asics works with 180 Amsterdam on global advertising.