International ad agency Camden opens in Hong Kong

Thirty years after its founding in Montreal, international advertising network Camden is celebrating with the opening of a new boutique office in Hong Kong. Based in Quarry Bay, it will serve as the creative hub for the agency's APAC efforts, and joins Montreal, Toronto, and Lyon in France as the fourth Camden office worldwide.

A full-service agency focused on digital content strategy, creative development, and production for both B2B and B2C clients, Camden Hong Kong will run under the direction of GM Lucie Marceaux, an agency veteran out of 1969 Hong Kong, Forever Beta London and Ogilvy & Mather London. Marceaux brings extensive experience and proven results across social media, digital and editorial content strategy, as well as connections developed in her time working and building teams in Hong Kong.

"Our founders fell in love with Hong Kong, and when they experienced the diversity and versatility of this city, it reminded them of Camden's own DNA, so it felt very natural for them to set up their first Asia office here," Marceaux told Marketing when reached for comment.

Marceaux met Camden's founders over a year ago, and shared their vision of establishing the agency's Asian creative hub here in the region, one that had been in the works well before the social and pandemic-related challenges of the past two years.

"For a few years it was a dream of theirs, and we made it become a reality in 2020, a year when it could have been the worst idea to some, but to us it seemed like the best one," said Marceaux.

For Camden CEO Mathieu Bédard, Hong Kong was an obvious fit for the growing global agency.

"Hong Kong is a major metropolis that’s buzzing with business energy and optimism," said Bédard.

"Population-wise, the city is almost as large as the Canadian province of Quebec, where Camden’s network headquarters are located in Montreal. But it’s also – and this is the main thing for me personally – the biggest crush I’ve ever had on a city. Between the skyscrapers, the mountains and the sea, there is an absolutely unique atmosphere; a je ne sais quoi that makes you want to go back and stay for a while the minute you leave. And of course for us as a team, it made the decision to open a new office here a no-brainer."

Camden will bring its track record of success with clients ranging across finance, beauty and even sports, three categories of expertise that the agency believes will be extremely beneficial in the Hong Kong market. The local office has already secured new business wins that include Asian fintech company Contineo and sports equipment retailer Decathlon, and hopes to be a resource both for local brands looking to transform their digital business and global brands looking for a way into Hong Kong and beyond.

While having a hub here will open the agency's business to China and other areas across Asia, Bédard and Marceaux stress the importance of Hong Kong and its people as crucial to any success that follows.

"In no way do we see Hong Kong as a small satellite office in the Camden ecosystem or a stepping stone to mainland China. Camden’s Hong Kong office will be a productive creative hub that will serve the local market and the rest of Asia. We plan to assemble a large, multi-talented team around Lucie Marceaux, who embodies our vision and philosophy," said Bédard.

"We believe in Hong Kong, we feel attached to it," added Marceaux.