Trends pieces and coverage of entries to the Cannes Creative Effectiveness Lions awards was of particular interest to Warc users in Latin America this year, according to the latest annual data covering this group.
Perhaps owing to the large number of nominations from the region, Warc's analysis of the key trends in entrants
to this year's Creative Effectiveness Lions' campaign budgets, media budgets and channels was the region's third most popular article in 2013.
Campaigns included Dos Equis, a Mexican beer that has made advances in the US market, the Cuban rum brand Havana Club and the Yasuni National Park promotion on behalf of the government of Ecuador.
For more details about the most read papers on Warc in 2013, visit our Most Read page
Elsewhere on the Latin American rankings, advice for marketers about how to meet the challenges facing the industry in 2013 was the most-read Trends paper and the Warc Trends Toolkit 2013
outlined the ten main issues while providing practical tips, such as how to win over disaffected consumers and the role of content in marketing.
Research into the relatively new discipline of neuromarketing came in third
, in the form of an Admap paper examining the effectiveness of techniques that measure implicit responses to psychological association and behavioural tests.
As with Warc subscribers in other regions, the >Seriously Social Warc Trends Report
also featured among the top five articles in Latin America. This report covered a series of key issues facing social media marketers, such as channel selection and campaign budgets, and explored effectiveness trends across about 800 recent case studies that contained a social media element.
In fifth place, an article identifying ten consumer trends in Latin America
revealed, among other findings, that people there embrace technology, education and entrepreneurship and also welcome brands as agents of social change.
Data sourced from Warc