The week in brief

Social media and the World Cup
With the start of the World Cup now less than a month away, Twitter and Facebook have released guides to help advertisers make the most of the tournament’s enormous audience pull. Facebook is developing a new tool to target specific fan groups. Twitter, meanwhile, emphasised the importance of the “second screen” trend. It said that 90 per cent of its UK users will watch the tournament on TV, with many Tweeting at the same time.

Brands missing out on mobile
An audit by the Internet Advertising Bureau found that 46 per cent of the top 50 fast-moving consumer goods (FMCG) brands don’t have a mobile-friendly website, while 30 per cent have no mobile presence at all. McCain, Muller and Lindt were among those yet to make the shift to smartphone, with Carling, Cadbury’s and Gillette found to be the top performers.

Google ruling condemned
Marketers condemned the European Court of Justice’s ruling that Google has a responsibility to consider requests for the deletion of links. The main criticism levelled was that the ruling endangers the search engine’s perceived neutrality.

Stella Artois lands Wimbledon deal
Stella Artois last week signed a deal that will see it become Wimbledon tennis championship’s first beer sponsor. The partnership, which runs until 2018, was launched with a marketing campaign called the “World’s Greatest Events”, highlighting the brand’s other premium sports deals like the Open golf championship.

Ad of the week
Little Dish, the chilled meals brand for children aged one and above, is launching its first TV campaign next week. The ad features a child running straight to the chilled isle of the supermarket, pursued by his mother, to find the Little Dish meal. Little Dish cast the boy (actually played by two twins) through a competition on its Facebook page. The ad was made by Threepipe, working alongside Atticus Finch. Threepipe is also managing the integrated PR campaign to support the ad.