Advertising is any communication that sells. To sell we have to make people feel good about brands. To compel them to act. That starts with insight. First we find the truths that will spark the greatest of ideas. Then we create teams from planning, creative, media and technical to work together, to challenge each other’s ideas and push each other to create more compelling, relevant campaigns.
In today's world, whilst we still have to understand the role of a particular piece of communication and be honest about what it can achieve, we also have to appreciate how it fits into the bigger picture. Even if we aren't responsible for integrating a campaign from advertising to other channels we will always think about how it should join up.