Warc's trend-based reports proved the most popular reading among Asian subscribers over the course of the year, with the annual Toolkit and Seriously Social publications taking the top two spots.

Toolkit 2014, produced by Warc in association with Deloitte, was the article most read by Asian marketers during the year. The Toolkit highlighted five key marketing challenges and offers the latest thinking, new research and real-life examples for ways to respond to these challenges.

In second place was 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.

A Warc Trends Snapshot took third place. The rise of mobile messaging apps explored the rapid growth of messaging apps such as WhatsApp and considered the implications for brands, including their use in qualitative research, customer-relationship programmes and the distribution of offers.

Euromonitor's Celebrity power and its influence on global consumer behaviour was the fourth most read. This discussed the influence of celebrities on consumer behaviours, giving a breakdown of different types of celebrities and how their profiles can be used in marketing.

Rounding out the top five was 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.

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

Data sourced from Warc