{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/67657bd225a0b820a2461b3f/67657ea3621cdde43a2b14f1?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"‘What it takes to be the best’, with British Army CMO Naomi Walter & Accenture Song’s Amy Gilmore","description":"<p>The British Army’s ‘Be the Best’ recruitment campaign is a lightning rod for cultural commentary and one of the longest-running&nbsp;and&nbsp;<s>&amp;&nbsp;</s>most effective around,&nbsp;increasing registration +57% and growing applications by +120%. Winner&nbsp;IPA Effectiveness, APG Gold and UK Effie 2024.&nbsp;&nbsp;</p><p><br></p><p>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:</p><ul><li>The ‘reset’ moment that shock the foundations of the agency&nbsp;&nbsp;</li><li>Why there’s nothing more powerful than a clear brief&nbsp;</li><li>Get your intel: using deep ethnographic&nbsp;and&nbsp;qualitative research&nbsp;&nbsp;&nbsp;</li><li>Spotting ‘aha’ strategic&nbsp;and&nbsp;creative breakthrough moments&nbsp;</li><li>What a full-funnel idea looks like in practice&nbsp;</li><li>Doing your reconnaissance: making senior stakeholders participants in the process&nbsp;</li><li>How to balance the long and short every single day&nbsp;&nbsp;</li><li>Why partnership is a team’s superpower&nbsp;</li></ul>","author_name":"Dom Boyd"}