Papers discussing trends and providing advice proved the most popular among Warc's European subscribers over the course of the year, with the annual Toolkit and Seriously Social publications taking the top two spots.

Warc's Toolkit 2014, produced in association with Deloitte, was the most-read item by European marketers. It 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 a contribution from research company IRI, 10 supermarket trends. This list named multichannel shopping, regulatory scrutiny of trade promotions and co-operation between brands and retailers as some of the issues currently being faced by supermarkets around the world.

In fourth spot was Six trends to look out for in 2014, which focused on media trends. This list included trends such as "wearable fundraising", smart bras, e-Government and ambient Bluetooth consumer messaging.

Rounding out the top five was Post-digital marketing, an extract from the Toolkit report that looked into a single big marketing trend: how brands are moving away from treating digital as a separate discipline and instead incorporating it into core brand-building programs.

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

Data sourced from Warc