When the Marketing CEO of McDonald's, Larry Light, says 'the days of mass media advertising are over', you have to sit up and take note. Dialogue has replaced monologue and, as we know, conversations lie at the heart of all good dialogue. Storytelling is what PR does first and does best. As Rolf Jensen tells us: 'the brand with the best story wins'. Creativity has never been so important. We are now moving away from The Information Age and into The Conceptual Age, a time where the right side of the brain rules and a time where Creators and Sharers are in the ascendant. Stories have developed and must be told in new and compelling ways. Design, Story, Symphony, Empathy, Play and Meaning are the main components of this shift and something we, rather luckily, know all about. If you would like to explore this subject more, email robert_phillips@jcpr.com