Advertising is often accused of being a superficial, one way and impersonal; in many of its current forms it is about as far from a true conversation as you can get.
There are signs that this is changing. As media fragments and technology develops, people are changing how they communicate with each other - and likewise the way they communicate with companies.
What once was a conversation in a pub between 2 people is now a conversation online amongst 200. This is forcing a change in not only how businesses communicate but fundamentally how they behave; there is a need to be more inclusive, to be open and honest, to listen and engage; to treat contact as a conversation.