This document discusses how communication and campaigns must change to keep up with an always-on, social world. It argues that linear models of organization and communication are breaking down, and that participation and orchestration across platforms are more effective than isolated messaging. The agency of the future must help clients understand this shift and create stories with people across 360 degrees and 365 days to maintain relevance. Orchestration should bring together different experiences and conversations around a core message. The conclusion emphasizes the need for constant learning and cooperation between clients and agencies to help clients adapt and lead through this changing paradigm.