Procter & Gamble has overtaken Unilever to take the title of the most effective global advertiser while "breakthrough brands" including Ikea, Heineken and Jaguar owner Tata Group climbed up the rankings. The report, the Warc 100, found that P&G was the most effective advertiser with nine campaigns in the top 100. These include#LikeAGirl by Leo Burnett for its Always brand, 'Touch the Pickle' by BBDO for Whisper and Old Spice's 'Smellcome to manhood', from Wieden+Kennedy.

Amazon is moving into the grocery retail market via a partnership with Morrisons, forcing rival supermarkets to reassess their online capabilities. Morrisons revealed yesterday that it has signed a deal with online retail giant Amazon, offering its Amazon Prime Now and Amazon Pantry customers the opportunity to buy ambient, fresh and frozen products from the grocer. It is the first time the U.S. online retailer has struck a supply deal with one of the UK's 'big four' supermarkets.

Trinity Mirror marked its launch yesterday of the first national newspaper in three decades with a sharp decline in revenues and profits across its other publications. Simon Fox, the chief executive, claimed there was a gap in the market for "The New Day," despite falling circulation at the group's national titles, the "Daily Mirror," "Sunday Mirror" and "Daily Record," and 160 regional titles. Two million free copies of "The New Day" hit the streets yesterday. From today the cover price will be 25p, rising to 50p in two weeks.

FourFourTwo, the football magazine published by Haymarket, has launched a US Web site as part of the brand's global expansion. The site has kicked off with a digital preview for the new Major League Soccer season, the equivalent of the Premier League in North America, which starts on Sunday, 6 March. FourFourTwo will also put staff on the ground to cover football on both the west and east coasts of the US, led by Jeff Kassouf, the US editor, who has joined from broadcaster NBC.

Taylors of Harrogate, which owns the Yorkshire Tea brand, has called a review of its advertising business, putting BMB on alert. The review is being handled by ISBA and BMB has been invited to repitch. The agency covers all of Taylors of Harrogate's brands which include coffee and herbal teas. BMB won the Yorkshire Tea business in 2008. The shop created a GBP5 million campaign for Yorkshire Tea last year which took viewers to "brewtopia" showing people the passion that goes into producing the tea.

BBC head of news James Harding has told staff that he expects to have to cut GBP80m a year from the department's budget by 2021. This is almost equivalent to axing radio station 5Live (budget GBP49.1m a year) and the BBC News Channel (budget GBP46.2m a year). Harding said in a blog post: "BBC News must contribute its share to achieve the GBP150 million of annual savings required to reach the shortfall to 2017 caused by the decline in TV household penetration.

Sony has announced it will be holding a special PlayStation VR event at the Game Developers Conference next month. Many industry experts reckon the company will reveal the pricing and release date for the PlayStation VR headset -- a rival to Oculus Rift and HTC Vive. The event will take place on March 15 in San Francisco -- the same day that Apple's rumoured iPhone 5se announcement could take place. The PlayStation VR headset has been under construction for the last two years.

On-screen female characters motivate women to be more ambitious and successful and even help them break out of abusive relationships, a wide-ranging international survey of women has found. But the study, which was carried out by the Geena Davis Institute on Gender in Media and J. Walter Thompson Company, found almost half (47%) of women felt there was a lack of on-screen female role models and 80% said women should have a louder voice when it comes to cultural influence.