During 2014, Warc's Australian readers were particularly keen on trends-related material that embraced new ways of thinking, an analysis of popular articles has shown.

Top of the rankings of what they had read most on Warc 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.

Second was 10 new marketing paradigms, which explored shifts in marketing thinking, including how response has made way for engagement and how service has progressed to experience.

Third was a Mindshare piece, Six trends to look out for in 2014. While the general thrust of the article – about the search for new touch points, new technology and new strategies – may have been broadly accurate, Microsoft's smart bra was one product that didn't make it into the shops.

Fourth up was an article on Brand relationships in the world of smart technology, by Paul Kemp-Robertson of Contagious Communications. As brands are trusted more than governments, for example, they have the potential to move into currency.

The fifth most read article in Australia saw Colin Strong of GfK explain how an understanding of behavioural economics could be used to Nudge consumers into switching.

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

Data sourced from Warc