Advertising has one true mission, and it is often overlooked: to sell. That's it. To sell an idea, a perception, an action, a view of the world, a behaviour, a taste, a product or a service. And even when we work on B2B campaigns, we know that at the end of the day, we're talking to human beings. At Camden, we focus on four key ideas: understanding, attribution, appreciation and appeal. Unless we're able to achieve clearly defined objectives, any ad is a waste of time and money. What matters is to create authentic emotional connections while respecting the intelligence of our target audiences. Ultimately, the difference between an annoying interruption and well-earned trust is a single word: relevance. But good advertising can't generate tangible results without a finely tuned media strategy. Find out more by reading our media section where we break down our 100% integrated digital and traditional media offering.