As the Rugby World Cup draws to a close, Mastercard has been crowned the most effective sponsor, according to a new Brand Agility Index study by PR firm Waggener Edstrom Communications [WE]. Topping a list of 15 sponsors with a score of 263, Mastercard was credited for having the "right mix of paid promotion of competitions and smart placement of content." Closely following Mastercard was DHL in the second place, Land Rover in third and Heineken in the fourth spot.

McDonald's is relaunching its "Happy Studio" app in a bid to help kids develop personal skills while also enhancing the brand's digital profile. The app includes a series of developmental games that help children improve their skills while they experiment and solve challenges. Using the app, kids can perform various activities including: building planes, learning musical notes or drawing. The new Happy Studio was developed by R/GA London.