Planning and social topped the subject matter of the most-read event reports on Warc during 2014 according to an analysis of popular articles.
In first spot, a report from the Cannes Lions, Is planning dead? Why planning must return to its roots, summarised various perspectives on the future of the agency-side planner, featuring views from effectiveness experts at MCCP, W+K and Publicis, among others.
Warc's own Next Generation Research 2014 conference was in second place, covering research developments in a number of areas including storytelling, neuromarketing, mobile and social media.
Social media cropped up again in the third most read event report, from the Ad Age Digital Conference in the US and featuring Instagram, the photo-sharing platform. How brands can succeed on Instagram argued that the platform is best-suited for brand building, rather than the highly-targeted opportunities offered by its (larger) rival, Facebook.
It was back to planning for the fourth spot. The death of the big idea and the future of strategy was a report from an APG event that argued the marketing industry is in danger of marginalising strategy as it focuses on execution and short-term results.
Fifth place was taken by another social media-related report from the Ad Age Digital Conference, which related how Audi used Snapchat to engage consumers on Super Bowl Sunday by talking about almost anything other than the big game in a series of "snaps".
For more details about the most read papers on Warc in 2014 on other topics, visit our Most Read page.
Data sourced from Warc