Global advertising that sells - progressing towards the Holy Grail!

Spike Cramphorn and Georgia Phillips

This paper searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands