Twitter will expand Amplify beyond live events. The second-screener service allows broadcasters to transmit clips of live action, such as Paddy Power's sponsorship of ITV World Cup clips, which are branded and then promoted to users who would appear to be interested in the content. Twitter is considering extending the same service beyond live action to chat shows and drama productions. It has identified that news clips could be very popular too.

Facing tough competition from the market leader Spotify and the upcoming integration of Beats into iOS products, Google is getting heavy-handed with independent labels who refuse to sign up to its new subscription-based music streaming service. Universal Music, Sony Music and Warner Music have all signed up but many independents have not because of 'unfavourable terms' and 'strong arm' threats that their artists will be removed from YouTube if they do not sign.

Brands are far too hierarchical to be real-time and so must ditch stiff, formal command structures if they are going to take advantage of contextual marketing opportunities, according to Coca-Cola's President of Strategic Marketing in North America, Wendy Clark. She told delegates at Cannes: "You can no longer have a hierarchical organisation as you will miss the context and real-time opportunities. We at Coca-Cola are pushing empowerment down through the company."

The current boom in advertising will mainly benefit digital and television, leading UK national newspaper advertising revenue to fall below GBP1bn this year for the first time. National newspaper display and classified advertising will fall to GBP971m, a 10.5 percent year-on-year decline. The Group M figures predict that digital revenues will increase, but not enough to offset the decline in print.

Paddy Power's World Cup activity is set to intensify with a Twitter highlights sponsorship deal with ITV. The broadcaster will tweet up to ten highlights per game, sponsored by the Irish bookmaker. The games will include England's upcoming crunch games against Uruguay and Costa Rica. The move follows a successful trial during the Brazil and Croatia opening match. Both ITV and Paddy Power will post the clips, using Twitter Amplify to promote them to users who are likely to be interested in the World Cup.

The UK was joint top, alongside Australia, at last night's Creative Effectiveness awards at Cannes. Top honours were handed out to Wieden+Kennedy, for its Lurpak "weave your magic" campaign, Ogilvy & Mather for the Expedia campaign "travel yourself interesting" and Publicis London for its "don't raise money, make money" work with youth homelessness charity, Depaul UK.

Millward Brown, owned by WPP, has bought marketing strategy company EffectiveBrands. It will be combined with its existing strategy consultancy business Optimor. This will create Millward Brown Vermeer, which will work with CMOs and the strategic questions that arise as businesses seek to drive growth.

Brewers are ramping up digital activity to get the most out of the World Cup, which on-trade experts CGA Strategy predict will see a 35 percent rise in beer sales. Budweiser is sending social media ambassadors to "Hero" bars and using what it calls Smart TV+, to run drinks offers and encourage fans to access its Twitter feed. Heineken's "Our Shout" on-trade campaign is providing branded WiFi to encourage social media use in selected pubs. Many brewers also have beers dedicated to the sporting event.

The Marketing Agencies Association's Super Entrepreneurs report has named Dyson, Amazon, Google and Apple the four most entrepreneurial brands in the world. The companies received an AA rating -- no company received the highest recognition of a AAA award. The next ten companies, with an A rating, were Nike, Facebook, Samsung, BMW, Twitter, Adidas, Jaguar Land Rover, John Lewis, Virgin Airways and AkzoNobel.

Lord Saatchi is leading calls on the government to axe corporation tax on SMEs which employ fewer than 50 staff. The Saatchi & Saatchi founder is also urging that capital gains tax should not be charged on profits made from successful investments in such firms. He claims the move would allow smaller companies to compete better with large competitors, and would benefit everyone in the same way as the Right to Buy initiative of the 1980s.