International issues key in Asia

29 December 2011

Warc's subscribers in Asia adopted a global outlook over the last 12 months, as the region's most frequent downloads for the year indicated.

The single most-read article among clients and agencies in Asia was a Warc Briefing on brand architecture, providing insights regarding how large advertisers can effectively manage portfolios of brands and sub-brands.

Best practice for brand architecture, an Admap article on a similar subject, was also ranked eighth.

Two other internationally-orientated papers, a list of 10 global consumer trends and 11 media trends for 2011, also finished third and fourth in turn.

Meanwhile, Celebrity advertising in India, an in-depth look at how Bollywood and sports stars are used in ads, was the only region-specific paper in the top ten, finishing in second place.

Elsewhere in the rankings, shopper marketing proved popular among Asian subscribers.

Three papers on this topic – The shopper insights of McDonald's, Wrigley, Adidas and Syngenta, alongside Shopping's emotional drivers and Engage consumers throughout the shopper journey – finished fifth, ninth and tenth respectively.

Just one paper focusing on a single advertiser made the list. The Euromonitor profile on Unilever's toiletries and cosmetics brands, providing analysis of the FMCG giant's overall position and marketing strategy in this area, came seventh.

For more details about the most popular material featured on Warc in 2011, click here.

Data sourced from Warc