Effectiveness case studies, particularly relating to an animated meerkat, and digital insights featured prominently in the interests of Warc's UK audience this year.

An IPA Effectiveness Awards paper from UK supermarket chain Morrisons topped the readership charts among this group.

But the article that stands out relates to online price comparison service Comparethemarket.com, which ran a campaign based around a family of meerkats, and produced a runaway UK success story.

An Admap feature discussing the same initiative, and its extension into social media, also took eleventh, reflecting the overall interest in this platform.

Several papers in the top ten deal with new media. One notable entry is an IPA case study on chocolate brand Wispa and its highly successful use of social channels.

This managed to reach number three in the list despite only being uploaded to warc.com in November.

Data sourced from Warc