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The traditional lines of demarcation between advertising agencies, public relations firms and now strategic consultancies have been blurring for some time.  In many ways, these developments follow the ongoing transformation of the CMO role from one of the grand orchestrator of the organizations' communications efforts to a more fundamental role as a strategic driver of growth and enterprise value. Many of the traditional agency and PR services have not fully  made the adjustments necessary to play in this new strategic arena.

An overview of how digital is effecting change at Visit Wales, and how earned media is becoming more important alongside their paid media activities.