The British Army: We’re more alike than you think

The British Army and Account Planning, two British institutions, launched a seven-year campaign targeting 16- to 24-year-olds to recruit the next generation of soldiers and maintain the safety and security of the nation by challenging young people's attitude.

Executive Summary

The British Army. Account Planning.

On paper it doesn't seem like these two British institutions have a huge amount in common.

One is essential for the safety and security of the nation, ready to act at a moment's notice.

The other a bunch of deep thinkers, brandishing PowerPoint and brand onions.

This paper shows how the British Army needed Account Planning. How creative strategy – and strategists – helped them find new relevance with its target audience, consistently delivering thousands of new recruits for the last 7 years. As well as making recruitment more efficient by earning nearly...

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