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Old and new strategies mix

News, 30 December 2014

Marketers looking for strategy-related material on Warc hunted out a mix of the old and the new during the year according to an analysis of popular articles.

Topping the most read list was Post-digital marketing (an extract from Warc's 2014 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 programmes.

This was followed by The Mobile First shopper strategy, in which Gareth Ellen of Geometry Global discussed how a mobile-first shopper strategy can be used to engage consumers further, with campaigns that can adapt to local markets and provide utility such as store locators.

In third place, Media Planning Toolkit: Communications planning explained the nine challenges that media planners must address when planning communications. Despite comms planning dating back to the pre-digital age, its fundamentals remain relevant.

The notion of unchanging fundamentals surfaced again in the fourth most-read article, with Sarah Carter of adam&eveDBB offering eight Timeless lessons for planners derived from the work of UK ad industry creative legend, John Webster.

In fifth place was one of the 'What we know about…' series produced by Warc. What we know about building brands covered the key themes and noted that while a new model for brand building is emerging in the digital era, 'traditional' advertising remains important.

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

Data sourced from Warc