Campaigns to revitalise established brands headed the list of the most popular downloads among Warc's creative agency clients in 2011.
McDonald's Cannes Lions-winning campaign "There's a McDonald's for everyone" was the most popular paper in all. (For more details about the most popular material featured on Warc in 2011, click here.)
The Leo Burnett-created campaign was developed to help restore UK consumers' affinity with the brand by celebrating their emotional connection with the fast-food chain.
The theme of revitalising brands was also at work in IKEA's "How IKEA got over itself and became happy inside", Nike's "Nike Grid: Rebooting running for a disengaged generation", and Lloyds TSB's "An extraordinary journey: how a simple idea transformed the fortunes of the UK's largest bank".
Interest in brand strategy also appeared strongly, with a Warc Briefing on brand architecture and a Best Practice paper on brand housing occupying the second and fifth most popular slots respectively.
However, it would be a rare list of most popular downloads for creative agencies that did not include at least some trends-related articles.
Data sourced from Warc