The Holy Grail
A campaign that’s both creative and commercial is the
Holy Grail for communications and marketing people.
Yet so often, we don’t know if we have found the grail
until the campaign goes live.
We’ve done our research, studied the focus groups and
followed through on everything we can to shorten the
But the fact remains, we don’t know if we’ve come up
with a diamond or a piece of glass.
There are only two questions to ask before pressing the
go button – will anyone notice and will anyone care!