Global advertising that sells – progressing towards the Holy Grail!
Spike Cramphorn and Georgia PhillipsAdd+Impact International, Australia
BACKGROUND
In the Middle Ages some people spent their whole lives in search of the Holy Grail. They believed that a sip from this cup would bestow everlasting life. In a similar way, marketers have sought for many years to understand how advertising really works, unlocking the secrets of how to make effective ads. This marketing quest has been led by the need to build everlasting and successful brands both locally and internationally.
In recent years we have made real...