Google's advisers have backed its belief that so-called "right to be forgotten" requests should be restricted to Europe. The conclusion of Google's advisory council, which was formed to debate the global rollout of the rule, is likely to irk European Union (EU) regulators. EU officials argue that the search engine should censor results worldwide due to the fact that it is easy to access Google.com in Europe.

Although it looks inevitable that the EE brand will ultimately perish as BT uses the deal to join Virgin and TalkTalk in creating a full complement of communications services for the home, including broadband, TV, landline and mobile, BT chief executive Gavin Patterson remained coy about its future in a press call yesterday. In a separate statement, however, BT said it would now move to "simplify digital platforms and its brand portfolio" as it looks to generate cost savings as part of the deal.

Mobile devices are becoming the dominant driver in native ad engagement, according to a report, which tracked campaigns from brands including B&Q, Capital One, Domino's Pizza, and UBS. The Adyoulike report, which analysed over 500 million native ads delivered to UK publisher sites throughout 2014, revealed that 55% of users engaged with native ad units -- defined as in-feed, sponsored posts, and videos -- via smartphones or tablets.

Radio listeners tuning in at home are more likely to do so on digital than FM or AM for the first time, new figures have revealed. The proportion of in-home radio listening via digital platforms such as digital audio broadcasting (DAB) radios grew to 46.2% in the final three months of last year, overtaking analogue (45.6%), according to the latest Rajar listening figures published on Thursday. Overall, the majority of listening (56.4%) remains on analogue, partly because of the preponderance of people who listen to FM or AM in their car.

Not a ball will be kicked, but for the chief executive of the Premier League, Richard Scudamore, Friday is the biggest day of the season, when he will tear open rival bids from media giants vying for the league's multibillion-pound live TV rights. For the executives from Sky and BT bidding in a high-stakes auction expected to easily top the current GBP5.5bn deal, there are likely to be a few sleepless nights. The competition is expected to be so fierce that there will be no outright winner from the first round of bidding.

Bauer has pulled all its digital business under one division in a bid to offer advertisers a more detailed view of customers across its portfolio of titles. The creation of Bauer Xcel Media sees the publisher become the latest to centralise how it sells ad inventory and reader insights to brands and agencies. It aims to build a single customer view of more than 130 million monthly unique users in the hope of spurring advertising revenues as well as commerce, branded content and native digital advertising across its titles.

Diageo is accelerating efforts to pull e-commerce into the heart of its marketing with the appointment of Ralph Lauren marketer Marco Preda to a newly created senior digital role. He joins the business as general manager for digital and e-commerce and will shape the company's pan-European direct-to-consumer strategy. This will see him work to unify Diageo's digital activity around the path to purchase, coordinating a consistent customer experience across mobile, social media and video alongside managing the company's Bar.com portal.

The 25 Fantastic Thinking staff will become part of PAA, boosting its user experience department and customer engagement offering. The agencies previously collaborated on brands including Sainsbury's and MTV. All of Fantastic Thinking's stand-alone clients, including News UK (Web and mobile app), Corinthia Hotels (Web) and Youth Hostel Association (Web), will transfer to PAA. PAA has appointed Martin Bui, the lead UX architect at OgilvyOne, to head the new UX department.

The pitch process is being run through ISBA and led by Ben Rhodes, the director of customer marketing at Royal Mail. UM has worked on the main planning and buying account for Royal Mail and Parcelforce Worldwide for three years. Latitude handles pay-per-click and Steak oversees search-engine optimisation. A shortlist is expected to be compiled in the next few weeks.

MediaCom handles the account, which includes campaigns for games such as "Fifa 14," "The Sims 4" and "Titanfall." The review spans about 20 markets and is being led from EA's office in Geneva. Last year, the business was valued at GBP16 million in the UK. Agencies will attend chemistry meetings this week. The gaming giant has been rebuilding after a turbulent 2013, which saw EA cut more than 10% of its workforce and voted the U.S.'s worst company to work for. A push in online gaming has helped boost revenues.