‘What it takes to be the best’, with British Army CMO Naomi Walter & Accenture Song’s Amy Gilmore

The British Army’s ‘Be the Best’ recruitment campaign is a lightning rod for cultural commentary and one of the longest-running and & most effective around, increasing registration +57% and growing applications by +120%. Winner IPA Effectiveness, APG Gold and UK Effie 2024.  In this episode CMO Naomi Walter and Accenture Song’s Head of Strategy Amy Gilmore lift the lid on what it takes to consistently raise the bar and evolve, including:The ‘reset’ moment that shock the foundations of the agency  Why there’s nothing more powerful than a clear brief Get your intel: using deep ethnographic and qualitative research   Spotting ‘aha’ strategic and creative breakthrough moments What a full-funnel idea looks like in practice Doing your reconnaissance: making senior stakeholders participants in the process How to balance the long and short every single day  Why partnership is a team’s superpower  Hosted on Acast. See acast.com/privacy for more information.