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Most read: EDC sells Dare to Oliver Group

The digital agency, whose clients number BMW, Starbucks and PepsiCo, , ±±¾©Èü³µpk10's Maisie McCabe reports.

Dare will move into Oliver’s offices in Tabernacle Street, near Shoreditch, and the management team, including the chief executive Leigh Thomas, and the executive partner, Toby Horry, and creative partners, Brian Cooper, Flo Heiss and Vassilios Alexiou are expected to stay at the agency following the deal.

The Dare sale does not affect the brand strategy and design agency Identica, nor Elvis, the integrated agency.

Direct marketing: O2 sends personalised holograms to business customers

The big news of the day is that we're not one of O2's "top 50 high value mid-market business prospects" as we haven't been targeted by O2's latest campaign.

±±¾©Èü³µpk10's Michelle Perrett reports that each of the 50 potential targets will be sent , whose personalised message is revealed when they open a box.

MBA created 50 customised scripts in which the holographic advisor speaks to each client personally and tells him or her what O2 can do to help their business.

The campaign continues a broader strategy for O2, which is seeking to inform clients that they are now a complete provider of digital solutions, as well as mobile phones and network coverage.

If you did receive one of the holograms, please let us know whether, after watching the message, you said "back in your box, Dave", or "I'm sorry Dave, I can't do that"?

And now, a message from our sponsors: The Digital Cinema Media Awards

Last week, as if you didn't know, the inaugural Digital Cinema Media Awards took place, launched by DCM in association with ±±¾©Èü³µpk10 and Media Week.

If you weren't there, here's what you missed:

And congratulations to all the winners:

Best use of dynamic targeting in cinema

Winner: Mini At The Movies Mini/Vizeum
Highly commended: Celebrating Edna On Mother’s Day Camelot/Vizeum

Best use of cinema in an integrated campaign

Winner: Open Your Cities Heineken/Starcom Mediavest Group
Highly commended: Meerkat Movies Comparethemarket.com/MEC

Best long-term cinema campaign

Winner: Volkswagen & Independent Cinema Volkswagen/MediaCom

Best newcomer to cinema

Winner: Should’ve Gone To The Movies Specsavers/Manning Gottlieb OMD
Highly commended: Small Victories Nuffield Health/MediaCom

Best use of innovation in cinema

Winner: All-Inclusive Family Cinema Ticket First Choice/MediaCom
Highly commended: Cinime & Xbox Forza Horizon 2 Live Gaming Xbox/Dentsu Aegis Network

Click on through to find out who won the Digital Cinema Media Awards Grand Prix.

Buzzwords: A guide to the buzzwords of #AWXII

±±¾©Èü³µpk10's Sarah Shearman and Brittaney Kiefer have helpfully compiled definitions for the buzzwords that were bandied around Ad Week New York. The following is, by far, our favourite, if only because it may herald the death of "authentic".

#NoFilter (adjective) — A hashtag that originated on Instagram and now adopted as marketing speak to refer to an unfiltered and real representation of the world [replacing the industry’s favourite buzzword, "authentic."

"It’s appealing to see someone who’s not that filtered." — Megyn Kelly, Fox News anchor

Read on to make sure you're using content funnel in the correct manner.

±±¾©Èü³µpk10 Viral Chart: Beckham's H&M film is most shared

But it's not the best, in our humble opinions. The best features two characters from Orange Is The New Black arsing around with Siri. It's number three in , having been shared 29,144 times in the past week.

The ad highlights that you can subscribe to Netflix on your smartphone or tablet device.

Here's the complete top ten:

1. H&M "H&M modern essentials selected by David Beckham featuring Kevin Hart" by Adam & Eve/DDB
2. Xbox UK "Halo 5: a hero falls"
3. Netflix / Apple "Siri, do you love us? #OITNB"
4. Nike "last" by Wieden & Kennedy
5. Pokémon GO "discover Pokémon in the real world with Pokémon GO!"
6. Honda "paper" by RPA
7. Angry Birds "the Shakira bird in #UpForSchool"
8. Toyota Japan
9. Kleenex "tiny miracles"
10. EA Sports "Fifa 16 beautiful play" by Wieden & Kennedy Amsterdam

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Compiled by Jonathan Shannon

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