By Noel Young The European Union’s antitrust regulator is has ordered Apple to pay €13bn (£11bn) in back taxes to Ireland after it was found to have breached the EU state-aid rules. The Commission said Apple’s tax benefits were illegal as it enabled it to pay substantially less than other businesses with what amounted to a corporate tax rate of no more than 1 per cent. Ireland’s finance minister, Michael Noonan, said that he disagreed “profoundly” with the decision. “The decision leaves me with no choice but to seek cabinet approval to appeal. This is necessary to defend the integrity of our tax system; to provide Read full story › Source: The Drum...
Read MoreBy DMN A rundown of the brand’s most recent back-to-school campaign; plus, four tips on how to plan for next year. Read full story › Source: DM News...
Read MoreBy Tony Connelly Gatorade has partnered with Snapchat to launch a new 8-bit video game starring Serena Williams to mark the beginning of the US Open. The ‘Serena Match Point’ game is part of Gatorade’s marketing efforts to promote its prized brand ambassador as she prepares to make history by attempting to clinch her 23rd major title. The game features Gatorade branding throughout and allows users to play as Serena Williams through 22 levels, each of which represents one of the 34 year-olds grand slam victories. Level 23 will unlock on 10 September, the same day as the US Open Women’s Final. <blockquote Read full story › Source: The Drum...
Read MoreBy Michael Feeley Leading North West shopping and leisure destination Liverpool ONE has selected Click Consult to support the relaunch of its website and amplify its search visibility. The Cheshire-based search marketing agency will provide technical and creative organic search (SEO) consultancy, working alongside Liverpool ONE’s web development agency. Matt Bullas, founder and CEO of Click Consult, said: “We have considerable experience in boosting search performance for clients in the retail sector, including our award-winning campaign for Oxfam Unwrapped, as well as various accolades for our work with LloydsPharmacy Online Doctor. “Our shared aim is to develop people’s interest and excitement in Liverpool ONE Read full story › Source: The Drum...
Read MoreBy Tony Connelly YouTube‘s live video viewings has surged by 80 per cent in the past year as a result of its renewed focus on real-time content intended to hold off upstart challengers and gain ground on Facebook and Snapchat. As part of its commitment to live video the Google-owned platform increased the number of live streams by 30 per cent, which Neal Mohan, head of product at YouTube, said reflected its efforts to stay ahead of emerging competition that was investing heavily in mobile video broadcasting. Mobile has increasingly become the main device for live streaming and YouTube’s Read full story › Source: The Drum...
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