To say that advertising has undergone a sea change is an understatement. However, it is just part of a greater revolution in communication as a whole. Audiences are no longer sponges that quietly soak up your message. They are active participants in a conversation that you can only ignore at your own peril. That said, there are elements of traditional advertising that still apply. A powerful message is still defined by a compelling concept, striking design and a media plan that reaches out to touch hearts and change minds.