Warc's UK subscribers were looking for ways to address a post-digital, post-recessionary consumer during 2014, according to an analysis of Warc download trends.

The two most-read pieces, however, were taken by two of Warc's own publications.Toolkit 2014, produced by Warc in association with Deloitte, was the most-read article by UK readers during the year. The Toolkit highlighted five key marketing challenges and offers the latest thinking, new research and real-life examples for ways to respond to these challenges.

In second place was Seriously Social - How social strategy can drive business results, which analysed case studies that represent the best in social media strategy and drew lessons from them for other brands to follow.

Third place was taken by The UK in 2014: Marketing to the post-recessionary consumer, which examined the long term impact of the recession in the UK, and which of the recent consumer trends are specific to the recession and which are independent of it.

An extract from the Toolkit featured as the fourth most-read piece by UK subscribers. Strategy in 2014 - Post-digital marketing looked at how brands are moving away from treating digital as a separate discipline and instead incorporating it into core brand-building programmes.

A strategy briefing was in fifth spot. Celebrity power and its influence on global consumer behaviour discussed the influence of celebrities on consumer behaviours, giving a breakdown of different types of celebrities and how their profiles can be used in marketing.

For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.

Data sourced from Warc