Warc subscribers across the Middle East and Africa were most interested in trend-based papers and reports during 2014, according to an analysis of popular articles. 

Topping the list was Toolkit 2014, produced by Warc in association with Deloitte. This highlighted five key marketing challenges and offered the latest thinking, new research and real-life examples for ways to respond to these challenges.

Then came 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 spot was taken by Six trends to look out for in 2014, from media agency Mindshare, which focused on media trends. This list included trends such as "wearable fundraising", smart bras, e-Government and ambient Bluetooth consumer messaging.

In fourth place was 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 among the trends currently being faced by supermarkets around the world.

An article from design business Fjord took fifth spot among MEA readers. Five key technology trends that will change our lives this year highlighted the movement of telcos to becoming providers of digital services, ore connected devices coming to market and the blurring of the lines between products and services.

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

Data sourced from Warc