Accountability: in search of the holistic grail

This article argues that while the practice of multi-channel and multi-discipline campaigns is increasing, techniques to evaluate their effectiveness have not kept pace.

Accountability: in search of the holistic grail

Claire Spencer

In the film Monty Python and the Holy Grail, the English 'k-nnnniggets' – as they are dubbed by the French – are tasked by God to go on a 'quest to seek the holy grail'. Led by King...

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