Like everywhere else Ireland is not immune to the encrouching era of increasingly empowered people and the impact that this is having on the world of communications.
A world where passive consumption has given way to active participation and where engagement and experience matter much more than spurious brand promises and where, what friends and peers say, is much more powerful than the best efforts of other forms of communication.
This is not a fad. It is a fundamental shift in the way Irish people communicate where dialogue, as a communication model, is beginning to subsume the old monologue model and where social media is becoming integral to life’s routine.
We are at the marketing communication tipping point.

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