The communication landscape is not changing, it has already changed. The role of the Integrated Communication Agency is increasingly one to advise companies on the right way to achieve their goals.
When traditional communication is not enough, it is essential to study creative campaigns of integrated nature that combine the world of classic PR with Digital PR, passing through the creation of viral and unconventional events, able to exploit new media channels (blog, forum, social media) and the new amplifiers of the messages (youtuber, influencer, etc).
The era of passive listening is over. The end user wants to actively participate in the communication process. He wants to be involved. It is here that creativity meets PR.