Mondelez International has renewed its global Facebook deal that will see it experiment with ways to stimulate impulse sales from mobile media. The company said the decision stems from the need to exploit the fastest-growing consumer behaviours on social media platforms: video consumption and mobile commerce. It forms a core part of the company's efforts to address the fact that shoppers are increasingly unlikely to make impulse buys using today's shopping methods such as click and collect and home delivery.

Brands targeting consumers via social media need to identify 'super influencers' and turn them into brand promoters, as research revealed at Cannes Lions today shows that UK users are less likely to interact with a brand than those in emerging markets. The study by Social@Ogilvy across 11 countries shows that around three in four (73%) of those surveyed said that they that they "like" or follow a brand, However, the percentage is higher in emerging markets such as China (96%), Brazil (94%) and India (93%).

At Cannes this week, Mondelez's chief media officer Bonin Bough said multiple media reviews signal a "fundamental" change in the relationship between brands and media agencies. He said: "The capabilities that are required are so dramatically changing and clients want to understand what the future will look like. This is as much a review of the agency as it is ourselves and understanding what the future is going to look like in terms of content, connected commerce and in how to become a digitized company."

The Daily Mail, Sir Martin Sorrell's WPP and Snapchat are to launch an agency to cash in on the rise of native advertising. The agency will launch in the U.S. first with the expectation that it will later roll out to international offices. It will not be tied to working with WPP's advertising clients or with the Daily Mail as the sole media partner, instead it will aim to work across the media and ad industry. It is believed that the Daily Mail and WPP hold roughly 40% of the new venture apiece, with Snapchat owning 20%.

Brands should stop focusing their marketing around big "lightning" events such as the Superbowl via Twitter and start to do a better job of regularly talking to customers. Speaking at the Cannes Lions Festival yesterday, Twitter's Chris Moody said customers reach out to the top 100 brands on Twitter 45 million times a month, but that brands have just a 2% response rate. He also highlighted that events such as the Super Bowl might generate 50,000 tweets around a particular campaign, but brand mentions top 9.3 million.

KIDinaKORNER founder Alex Da Kid has teamed up with advertising giant WPP to launch KidinaKORNERCreate, a joint venture that aims to put music at the forefront of marketing. A successful producer, songwriter and director, Da Kid has developed one of Interscope's most successful emerging record labels by integrating music and branded content to allow both artists and brands to better relate to their audiences, particularly Generation Y.

Facebook is fast emerging as a more realistic alternative to YouTube for advertisers to spend the bulk of their video advertising budgets, according to a report. Video views on the social network are tipped to surpass two trillion this year, which is two-thirds of YouTube's forecast total for the same period, according to Ampere Analysis. A sixth of Facebook video viewers have not watched YouTube in the last month, the survey of over 10,000 European and North American consumers revealed.

According to the Publicis Groupe-owned media agency's new Advertising Expenditure Forecasts, the Internet will be the biggest advertising medium in 12 key markets by 2017, representing 28 percent of global ad spend. It said the Internet, currently in second place behind television, was already the dominant medium in seven markets last year -- the UK, Australia, Canada, Denmark, the Netherlands, Norway, and Sweden.

The judges awarded a Silver Mobile Lion to "The Next Photo," a campaign by Wunderman UK for Child Eye Cancer Trust, and a Bronze Lion to 'Tweet to Eat' by Abbott Mead Vickers BBDO for PepsiCo. The haul is one bronze short of last year, when the UK won a total of three Mobile Lions. Google, based in Mountain View, Calif., took home the Grand Prix for Google Cardboard -- which turns any mobile into a virtual reality device using a cardboard headset. John Lewis used the platform in its 2013 Christmas campaign.

Marketers were warned that in ten years' time algorithms that will take complete control of the creative process could usurp their advertising agencies. Speaking at the Cannes Lion Advertising festival, Will Sansom, director of strategy and content at Contagious Communications, argued: "We work in an industry -- yes it's a creative industry, but it is an industry nonetheless and we would be kidding ourselves if we don't recognize that industries are all about efficiencies making things better faster, cheaper."