British fashion retailer Net-a-Porter looks to have dismissed Amazon's rumoured planned purchase of the group by partnering with an Italian e-commerce firm Yoox. With the partnership, Net-a-Porter founder Natalie Massanet has gained an estimated GBP70m payoff, as the group looks to have snubbed last week's $2.19bn Amazon takeover. The move was announced by Net-a-Porter owner Richemont Group, which claimed the deal is a "merger of equals." Yoox, much like Net-a-Porter, is a firm specialising in designer products.

O2 chief executive Ronan Dunne believes that a generation of leaders have failed to leverage the power of their brands to positively contribute to society. Speaking at The&Partnership 'Advocacy is the New Advertising' event in London, Dunne said: "Millennials have a different attitude to the balance of doing well and doing good. People of my generation think you do well first and then you do good. The younger generation are clear that you do them in parallel." Dunne claimed that over the past decade corporate leadership has "fundamentally failed."

Robinsons is positioning itself as the "next best thing" to water as its revamps its brand with a GBP10m campaign, new packaging and the launch of seven new flavours in an effort to get more consumers drinking squash. The brand is hoping to advance the "mature" squash category with a three-point growth plan, which involves engaging with families, simplifying the role of the category and driving squash consumption through innovation.

The Rank Group has appointed St Luke's to handle its GBP4 million Mecca Bingo ad account and the GBP2 million account for Grosvenor Casinos following two separate pitches. St Luke's will start working on Mecca Bingo straight away, following a pitch handled by AAR. The agency will develop a TV and digital campaign this spring. Mecca Bingo offers both bingo and slot games online and in 96 clubs around the country.

Sunny Delight, the fruit juice-style drink, is looking for an agency ahead of a planned relaunch in 2017. The drink is looking for an agency for a comms planning brief in 2016. It is planning to relaunch the brand in 2017. The review is being run through Ingenuity. The brand is owned by Suntory, which also owns Lucozade, Ribena and Orangina.

Disney, Tesco and Lego rank top of the list in a new IAB mobile audit as brands are increasingly improving their mobile optimisation. Research released yesterday showed that Disney, Tesco and Lego scored among the highest out of 250 UK brands for mobile optimisation across their Web sites and apps. Brands were given a score based on 10 mobile KPIs. The study measured whether the brand has a mobile friendly site, responsive Web design, or whether paid search is optimised, among other KPIs.

ESPN has redesigned its UK and US Web sites and introduced a raft of new ad formats in a bid address viewability concerns among advertisers. Mitsubishi, BT and Bet365 are among the first to launch campaigns. ESPN has repositioned its display inventory, most notably the banner at the top of the page has been moved below the navigation bar in a bid to increase its effectiveness. A parallax unit -- first used on its platforms such as ESPN FC -- has been introduced. It sits within the content stream and expands as a user scrolls.