Dairy brand Onken is returning to UK advertising through a year-long deal to sponsor ITV's morning show, Lorraine, "Campaign" reports.

Netflix's valuation has hit $100bn for the first time, "The Guardian" reports. The streamer has announced that it added 8.33m subscribers in the final quarter of last year, of which 6.36m are not based in the US. The service now has 109m subscribers in 190 countries.

21st Century Fox's attempt to buy the 61% of Sky News that it does not already own raises media plurality concerns, the Competition and Markets Authority (CMA) has ruled. "The Guardian" speculates this will mean that if the deal goes through, Sky might have to be spun off.

Netflix has displaced BBC iPlayer to reach the top three UK brands, according to YouGov. "Marketing Week" reveals that the US streamer has pushed its BBC rival into fourth place, while Aldi and Lidl are in the top and second spots, respectively.

Only a quarter of UK social media users trust the news they see on Facebook, Instagram and Twitter, the Edelman "trust barometer" reveals. "The Guardian" reports that fear of fake news is the main reason. The concern has seen a spike in trust for traditional news outlets.

Just 5% of marketing and advertising executives believe research studies because they are of low quality and generally seek to prove a point that benefits the company behind the findings, "The Drum" reveals.

Bose has named WPP as its global advertising agency group across creative, media, digital, localisation and ad production, "Campaign" reveals.

"The Guardian" is reporting Sarah Ferguson is now seeking GBP45m worth of damages from News UK following an embarrassing article that ruined business deals she was in the process of arranging. She fell for a sting by the "fake shake" at the News Of The World in which she offered to set up meetings with her former husband, Prince Andrew.

The new head of OMD Worldwide, Florian Adamski, has named Guy Marks the new Chief Executive of EMEA, "Campaign" reports. Marks previously set up and then sold two mobile marketing agencies, Blue Star Mobile and Mobile 5. The latter is now owned by OMD.

"Press Gazette" has been counting up how many editorial staff have been announcing they are departing BuzzFeed this month, and the tally has so far reached 18. Last month the news site announced 21 redundancies.