On March 20, 2003, a United States led coalition invaded Iraq. The character of this conflict can be defined by the West’s ability to conduct precision strikes, to manoeuvre and to overwhelm the enemy’s command system. Emerging U.K. and U.S. military doctrine posits that conflicts of the future are likely to be defined equally, if not more, by the centrality of influence. Adversaries have recognised the strategic benefits of influencing perceptions and will continue to exploit information and communications technology advances to this end. In a competition of contesting narratives, information will flash around the world in near real time, challenging the abilities of governments and established news networks to react in a timely fashion. Near global transparency increases the risk of inconsequential military incidents being turned into strategic events with adverse connotations. To win the battle of the narratives, the U.K.‘s security apparatus must be able to wield influence at all levels, across multiple media, within joint, multinational and interagency environments at a much higher tempo than present.