Speed Read - The Hidden Agenda

This Speed Read reviews and summarises 'The Hidden Agenda', which draws on the author's experience of pitching to identify how to target decision makers' needs.

Speed Read – The Hidden Agenda

Guy SmithProlog

This Speed Read was originally published in Admap – October 2013 issue.

The Hidden Agenda shows marketers how empathy – through gaining a proper understanding of the wants, needs and values of the target audience – can uncover that audience's hidden behaviour and lead to strategies that resonate with them.

The Hidden Agenda: A Proven Way To Win Business And Create A Followingby Kevin Allen draws on Allen's years of pitching to identify a pattern whereby pitches aimed directly at decision-makers' needs are the successful ones....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands