Japanese auto marque Toyota, investment services specialist Charles Schwab & Co. and Scandinavian furniture giant IKEA were among nine brand case studies in the top ten downloads by WARC Online's creative agency subscribers in 2008.
The award-winning US Effies' paper discussing Charles Schwab's "Talk to Chuck" Campaign – a joint effort between EuroRSCG and PHD – was the most popular article of the year among creatives.
It was followed by an analysis of how brands can use Web 2.0 to interact with consumers, written by Zed Media's Barry Lee, and a case study of Budget Rent A Car's "Up Your Budget" campaign.
Next was a paper discussing the successful Hispanic-targeted launch of Toyota's Yaris in the US.
Other case studies in the top ten included "Missing Birds" for radio station KTRS and the St. Louis Cardinals, and an awareness campaign by the website RememberSegregation.org.
A revolutionary online launch campaign for UK digital broadcaster E4's teen drama Skins, and diverse efforts by ferry operator P&O, whisky brand Laphroaig and IKEA, closed out the list.
Data sourced from World Advertising Research Center (WARC.com)