The story behind The Mission Control Communications.
By any definition of the word, 2015 has been a ‘spectacular’ year for The Mission Control Communications. But what motivates the agency that has blazed a trail for itself in recent months, picking up multiple international awards and clients on an almost monthly basis?
“I don’t think it was ever just one thing,” says Director, Patricia Killoran. “When we launched the agency, we knew we were going to have our share of critics, but in many ways that negativity drove us all the harder and it’s a testament to the character and resilience of the people that I work with that we were able to rise above all that and focus on creating the type of agency we always wanted to be part of.”
That agency you wanted to be part of, describe it? “Effective, Strategic, Collaborative, International and Brave,” says Patricia. Ten months on, have you succeeded in creating that agency? “I’d say we’re work in progress. I don’t think we’ll ever fully see ourselves has being done. There’s always something new to try and the agency that stands still gets left behind.”
You don’t refer to the brands you work with as clients’; you describe them as partners, why? “Client is a such a horrible word. It just suggests a cold financial transaction and that’s never going to be the catalyst for producing great work. When we partner with a brand and its in-house marketing team, we work together. We get to know them as people and that leads to a more open and honest relationship and honesty is key to creating effective work. The partner brand needs to be honest about not only what it’s looking to achieve, but why and we need to be honest about the work and if an idea isn’t working – kill it and move on.”
The Mission Control Communications has established a reputation for itself as being down to earth; do you see that as a problem when it comes to working with the more conservative types of companies? “Some people can find it strange at first. They have a perception of an agency and we don’t really fit into that cliché. But that’s not a bad thing. It causes people to open their minds more and that’s part of the process – challenge the norm and look at new ways of doing things.
The majority of your work originates outside the UK. Geographically how do you cope? “We’ve created a structure that allows us to work seamlessly with partners all over the world. Geographically, I don’t think it really matters where you’re based, what is important is being able to do work that get results and is relevant to the market you’re operating in,” says Patricia.
The Mission Control Communications has had a very successful time on the awards circuit. How important are awards to you as an agency? “Awards are always nice, but they need to be seen for what they are; a by-product of what we do – not the driving motivator. I read an article in one of the trade press titles recently that said: ‘We’ve all been witness to weeks and months of ‘strategising’ without a corresponding award winner in sight.’ I can’t believe that we still live and work in an age where for some agencies, awards are more important than campaign effectiveness. You can’t serve two masters. If your eye is on a night at the awards and not the outcome the brand you’re working with needs, you’re not doing your job. That’s why when it came to selecting the awards we would be entering; we chose those that were based on campaign effectiveness and not just pretty pictures solutions.”
What do you mean about pretty pictures solutions? “It’s a term we use to describe work that looks pretty but has no substance. It’s pointless. If we want to make pretty pictures, we’ll go to an art class. Our work is about making a difference.”
So how do you plan to top your achievements this year, next year? “Like I said earlier, we’re work in progress. Next year will bring a host of new challenges and we’re looking forward to coming to grips with those. We come back in the New Year to a lot of planning meetings and some rollouts, so that is going to keep us busy. But we’re fortunate in that we have work to be coming back to, so we’ll be focussing on looking after our existing partners, but if a new opportunity presents itself and it’s right for us, naturally we’ll look at it.”
That sounds like you don’t plan to be pitching in 2016? “It’s not a priority for us. We have some pretty great partners on the books already and they keep us busy. It’s easy to get caught up in pitch fever, but that’s when your existing work starts to suffer. So for us, we’d rather keep our existing partners happy than go off on a fools chase after something that might or might not happen.”
Despite the genuine down to earth and jargon free manner of the agency, The Mission Control Communications houses a wealth of industry intelligence that allows it to deliver effective and informed campaign strategies to brands working in some of the most complex markets world wide. You can’t help but feel an underlying confidence within the team in that they know their stuff. Looking forward to seeing what comes next from the team.