The British Army: The unusual case of a short-term strategy ensuring long-term success

The British Army grew recruitment figures with a multichannel campaign focusing on the individuality needed to be a soldier.


Recruitment is critical to the strength of the British Army and national defence.

In 2021 the Ministry of Defence set out its new long-term vision to: "reshape our Armed Forces to become a force fit for tomorrow's battles, not fighting yesterday's".1

Unlike typical brands where long-term strategy fuels short-term results, when it comes to Army recruitment, the short-term is of heightened importance to the long-term.

Missing recruitment targets today creates gaps in training that can't be filled retrospectively, creating a negative impact for decades to come.

The MoD's long-term vision relied on the short-term success to drive applications...

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