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 Arthur, they attack the French castle holding the holy grail, but are rebuffed.

The quest for the 'Holistic Grail' may prove no less elusive.

If holistic means 'characterised by the view that a whole system of beliefs must be analysed rather than simply its individual components' (1), then a different approach...

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