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My experience in communication Business shows me day after day that the concept of advertising has changed. Legends in our business like Ogilvy, Bernbach, Seguela... are the father of modern advertising as we know it. Though their theories have been "disrupted" since the rise of new technologies allowing consumers to become media themselves. People don't buy anymore a car or home appliance because a TV commercial have said it is the best on the market. Everyone has the power to look for content, create content, diffuse positive or negative comments and recommendations, enhancing unknown brand and distroying reputations. People have now the power and the maturity to make their decision bas...