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...

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