The digital revolution has increased the number of ways in which companies can showcase their creativity as well as presenting brands with greater opportunities to engage with consumers through co-creation.  A global study this year by The Holmes Report shows that creativity in PR remains absolutely business-critical. What I found most interesting about this study were the trends that are influencing creative work:  Storytelling (87%), visual/image-led communication; (49%), brand transparency/authenticity (49%); social good (45%)