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...