Our Thinking

Latest Thinking

From original research and industry commentary to campaign insights and creative thinking, discover the ideas, evidence and experiences shaping effective communication today.

Cheerfulness - why all leaders need it.

Cheerfulness: The heart of the commando spirit. Why we need it too

Did you start 2024 with optimism? Did you start the year full of retrospection and resolutions? How is it going for you in the week of “Blue Monday”? The Royal Marines Commando spirit puts Cheerfulness alongside Courage, Determination and Unselfishness.

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Top Tips for Male Allies - International Women's Day

Top Tips for Male Allies ahead of International Women’s Day

As International Women’s Day (IWD) approaches (8 March) many men wonder what this means for them. Men frequently tell me that they don’t know what to do around IWD. Some actively avoid it.

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Row of people in corduroy trousers

Fostering inclusivity in the military

Noone forgets their first day at Sandhurst! “Ironing board Sunday”; eager and nervous people, laden with luggage and an ironing board precariously placed under an arm, arrive at the spectacular setting of the Royal Military Academy.

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Inclusion montage

Diversity and Inclusion: Mission Critical for Defence

Defence needs to be more diverse and inclusive. If it isn't, it simply cannot succeed. Its equipment, no matter how advanced, is useless without our Armed Forces' most powerful asset - people.

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Preview of UK Defence Ranks Explained by BFBS Creative

Leave your ego at the door for more inclusive decisions

“Leave your ego at the door and your sweat on the floor” Gym users will have seen this phrase. In the world of work, perhaps “Leave your ego at the door and keep your feet on the floor” is more apt!

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navy esports

Gaming, celebrities and the truth about Gen Alpha...you'll be surprised!

How do young people use social media? How often do they play games with their friends? And how aware are they of managing screen time?

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Research reports & resources

 

 

Download our latest research on audience understanding, strategic communications and the information environment.

Audience Understanding Report Cover
Audience Understanding
Communicating Defence Across a Divided Europe
Front page cover of the report
Information Environment
Rethinking Defence Communications

Insights in Brief

The research is only the beginning.

Discover the ideas and insights shaping how organisations understand audiences and communicate more effectively, and explore what they could mean for your own organisation.
 

Podcasts & series

Explore BFBS Creative's podcasts and original series, featuring conversations, stories and perspectives from across Defence and beyond.

The Culture Colonel podcast artwork featuring an illustrated portrait of host Lindsay MacDuff.

The Culture Colonel

Exploring what leadership really looks like in the Armed Forces and beyond. The Culture Colonel brings together leaders from different backgrounds to share their experiences, challenge assumptions and explore what it takes to lead people well.

Explore the conversations

   

Tea & Medals series artwork featuring an illustrated mug of tea alongside military medals.

Tea & Medals

Behind every military honour is a human story. Tea & Medals goes beyond the citation to hear from the people who were there, revealing the decisions, danger and extraordinary acts behind some of the UK's highest military honours.

Discover the stories behind the medals

  

Near Death series artwork showing a lone figure walking towards a bright light, with a heartbeat line across the image.

Near Death

What happens when you come face-to-face with death and survive? Near Death tells remarkable first-hand stories of people brought back from the brink, exploring not only what happened, but what it means to live through something that could have ended very differently.

Hear the stories of survival