Following a nice video montage of some of the social media undertaken by Hill & Knowlton's digital practices over the last 12 months, big chief (executive) takes to the podium to talk about the importance of digital.

A show of hands demonstrates that there's no doubt that we think digital is important, the big questions are why and how. An interesting discussion is starting about the threats of digital to advertising (consumer-generated content) and our own industry (disintermediation).

Paul takes us on a little history journey from 1000AD through to today, looking at some of the major societial shifts and disruptions resulting in the ultimate move from power to people in the form of the digital revolution.

"The people who have opinions can change things - they can start things and they can stop things."

We are at the point in the evolution of our society where this marketplace of ideas has become reality. Communication is finally communication. It's two way and it's ongoing. Brands are now about a relationship with consumers, not a proposition to consumers.

Paul finishes by telling us that digital is fundamental to continued growth, and sets the group the challenge of defining what needs to change globally at Hill & Knowlton in order to fulfil the opportunity.