Brandwatch figures have confirmed that the social buzz around the Commonwealth Games mainly stayed within the UK. Glasgow and London accounted for 18 percent and 17 percent, respectively, of 667,000 online sponsor mentions. Sponsor Virgin Media concentrated on Glasgow campaigns and scored 19 percent positivity in social mentions but also the most negative comments, 13 percent. Ford received 9 percent positivity, the second-highest of any sponsor with 90 percent neutral.

Former England start and Match of the Day host Gary Lineker has told "GQ" he is concerned by the close association of betting and alcohol brands with sport. "All you ever see is commercials for gambling and apps. It is really dangerous, and I think we need to do something about both of them -- alcohol and gambling. Gambling is just too easy to do now, and as a parent I worry about it, all those ads bombarding you with in-play betting." Crisps, he claims, "do no harm at all."

Ocean Outdoor has acquired Signature Outdoor, the market leader in premium large-format outdoor media in Birmingham and the West Midlands, in a deal comprised of cash and shares. As a result of the deal, Ocean's national network and The Grid will be boosted by Signature's digital inventory and banners. Signature will continue to operate and manage its backlight portfolio independently and develop its digital formats.

St. John Ambulance is looking for a creative agency to create videos that will run on big screens at football stadia during half time. The first aid charity has been contacting agencies directly about the project, and it is understood that two or three agencies will be selected to pitch. The process does not affect St John Ambulance's relationship with Bartle Bogle Hegarty, which has handled the charity's advertising since 2008, when it was appointed without a pitch.

Unicef is seeking an agency to build awareness of its work in the UK and help increase fundraising. The children's charity has contacted agencies, directly inviting them to pitch for the account ahead of the October launch of its Children in Danger campaign, which aims to protect children from physical, emotional and sexual violence. Agencies are being invited to put together a predominantly mobile-focused brief that shows the need for action through fundraising, campaigning or donating.

A new Twitter ad format that promises exclusive content to those who interact with a marketer's message is being trialled this week by Puma. It is using the "Flock to Unlock" tool to raise interest in its"'Forever Faster" campaign that begins on Thursday. Athletes involved in the campaign, including Usain Bolt and Mario Balotelli, have tweeted calls to action. If enough people respond they will get an exclusive preview of the campaign.

The Direct Marketing Association (DMA) has overhauled its code of conduct replacing 170 pages of prescriptive rules with five principles that it hopes will help its members build and maintain the trust of their customers. The five principles are: "Put your customer first," "Respect privacy," "Be honest and fair," "Be diligent with data" and "Take responsibility." All DMA members are required to adhere to the DMA's code. Those that break the spirit of principles, will be expelled and face reputational damage.

Quarterly search advertising spend is up by 24 percent across EMEA, with revenue up by 23 percent, research from Kenshoo has found. The research found that mobile accounts for just over a third of spend (36 percent) in the UK in Q2 2014, It also found that in the UK 38 percent of all paid-search clicks in Q2 came from mobile.

British bosses have revealed that dealing with negative online comments is now their biggest digital concern -- ahead of winning new followers, generating sales or raising awareness. The results come from a new study, Reputation Report, from reputational management company Igniyte. Specifically, negative comments from rivals and former employees were the two top concerns, followed closely by negative online reviews from customers.

Guinness has appointed Iris Worldwide and BBDO to handle its global digital account. The account, which was previously held by Saatchi & Saatchi and Tribal Worldwide, will see the newly appointed agencies each take on different sectors. Iris is set to handle integrated marketing, including trade advocacy programmes and shopper marketing. BBDO will handle insight, content creation and digital activation for the Diageo-owned brand.