The recession continues to hold the attention of the advertisers that subscribe to Warc, judging by their top downloads in 2009.

All of the five most-read articles this year dealt specifically with this subject. The most popular was Strategies from a new generation of challenger brands, by Adam Morgan, which argued such products offered better guidance when developing tactics than approaches based on past performance.

Back in January, Richard Storey of M&C Saatchi wrote an article in Admap identifying the new types of consumer behaviour that were emerging. Meanwhile, Cheryl Swanson focused on the new social trends in the US.

Making use of the BrandAsset Valuator, advice from Y&R on Brand strategies for an economic downturn made it to fourth in the most popular downloads list among advertisers.

In fifth was Warc's editor, Carlos Grande, who reported from the Future Foundation's Changing Lives conference, where the audience was told that brands need to be more personal in their approach to marketing, and that environmental trends would continue to be of major importance going forward.

Finally, the sixth most downloaded article of 2009 was the Gold Effie winning case study from Dos Equis and Heineken, The Most Interesting Man in the World, showing that in the face of adversity, advertisers are still interested in a success story.

Data sourced from Warc