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Lund, who joined the COI earlier this year, was speaking at the IAB Engage event in London.

He said: "Digital has to not be just a great channel, but it has to be a joiner of other mediums. The challenge is to think about digital, but it has to be drawn in with other channels too."

Lund forecast that the COI's use of social media would be key in changing public behaviour, especially around health and climate change issues.

He said: "We are going to try and change consumer habits and the answer lies in conversations with digital media being crucial to that.

"Interactivity and social media allows positive environment and can be sustained. However, it's not good enough to do digital by itself, there has to be a link with other channels."

Public engagement is going to be key to the Government's communications strategy, said Lund, but with face-to-face engagement costly, digital activity will pave the way to communication with the public.

He added: "Digital opens up the numbers of participation and empowers citizens. Social media attracts a wider audience than we would have seen before."