Tagged: advertising

The Jury is out on the future of Pharma at Cannes and why that is important.

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Pharma is one of the most exciting industries in the world – not to mention profitable. The work that is being done in genomics and personalised medicine challenges belief as we witness science fiction become science fact before our eyes on an almost daily basis. Yet – the creativity and innovation that defines the lab side of the industry is often hard pressed to see the light of day in how many of these brands view their advertising and marketing.

One of the key takeaways from this year’s Cannes Festival was the lack of creativity within the Pharma category in general, which is surprising when you consider just how many companies, products, brands and services fall under the title. There are even rumours that the Pharma category may be dropped in the future. That is significant and potentially very problematic for Pharma companies.

Let us look to the technology sector for a moment to see why. Firstly, for more than a decade, technology companies have been using the power of ‘creative’ advertising and marketing to not only sell their products and services, but to create cultures that appeal to the smartest and brightest of minds. This has given them a massive advantage as we now see many Pharma companies struggling to find the talent they need with the lure of Apple, Google and Facebook appearing to be much more attractive to new recruits.

Then there is also the more tangible and immediate impact advertising and marketing has on investor confidence and share price. Technology companies surround each new launch with a fanfare of promotional activity. Pharma companies on the other hand, tend to be much more conservative in their approach – so we don’t generally see the spikes in share-price that we do in other sectors.

Whilst it is true that the regulations and compliance requirements attached to the Pharma sector are restrictive, they do not go so far as to prohibit creativity. Great and effective work can and should still be produced within these parameters. As agencies, we need to do more to educate Pharma on the importance of creativity as a tool for enhancing and promoting their work, and as clients, Pharma companies need to challenge agencies that are providing them with mediocre work.

With the Jury, currently out on the future of Pharma at Cannes as a category, let us take this as a wake-up call and actively work with the sector to reposition ‘creativity‘ as an essential ‘effectiveness‘ tool within the Pharma mix.

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ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2017.
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Creative Pool selects Science Heroes and Heroines brand building campaign as one of its top featured pieces of work.

 

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London/Belfast: The Mission Control Communications was in the spotlight this weekend when its brand building campaign (Science Heroes & Heroines) for new science and healthcare advertising and branding studio, Mission Discovery was handpicked by the team at Creative Pool as a feature project.

Mission Accomplished!

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ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2017.

Show your pride.

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Pride is a word that we use a lot in this industry. We tell clients that we take pride in our work and the awards that we’ve won. We take pride in the success of the campaigns we create, the objectives we’ve met and the brands we have transformed.

We tell our talent to take pride in the projects they are creating because they’re changing the world and improving the lives of millions of people. We help brands create corporate cultures for their staff can take pride in.

But with Stonewall estimating that 62% of LGBT graduates who have come ‘out’, go back into the closet when they enter the job market, it’s time that we stop ‘taking’ pride and instead start ‘showing‘ our pride for all of the wonderfully diverse people that make up our crazy, marvellous, unpredictable, passionate, fun, emotional and inspiring industry.

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ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2017.

 

 

 

 

 

 

 

D&AD Membership as The Mission Control Communications continues to invest in creative effectiveness.

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London / Belfast UK – The Mission Control Communications today announced its D&AD membership for teams.

James Killoran, Strategy Director at The Mission Control Communications said: “I’m delighted to be an active member of this, the finest creative community in the world.”

Founded in 1962, Design and Art Direction (D&AD, formally known as British Design & Art Directions) is a British educational charity which exists to promote excellence in design and advertising.

Whilst best known for its design and advertising awards, D&AD offers a world of research and training to members with more than 23,000 case studies dating back over 50 years. 

“Embedding the knowledge, hands on skills and standards of D&AD within our own values and practices has been a long-term objective,” said Killoran. 

“Our team can now continue to take part in workshops and lectures that tackle the ever-changing face of our industry and migrate that knowledge and those skills into the campaigns they are working on with clients. We are already working with a number of clients where D&AD research and insights are being woven into the strategic direction of projects.” 

Mission Accomplished!

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ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2017.

Brands need to inject emotion into their digital equation

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Back when I first started to work in the advertising industry, we understood the power emotions played in creating campaigns that would become part of popular culture and actually motivate people into action; be that to buy something, support something or alter social or professional behaviour. We did it by tapping into their emotional response mechanisms.

It was a time when psychology and sociology influenced ideas and brands were creating effective and iconic campaigns that frequently bridged the gap between art and sales in such a way that they took on a cultural relevancy that brands today, simply aren’t achieving.

People looked forward to the release of a new advertising campaign and friends would talk about their favourite ads in general conversation. Slogans became part of our everyday lexicon and brands actually achieved a love status. As much as digital has a place in youth culture, I’ve never once came home to find one of the children having printed out their favourite banner ad and stuck it on their wall.

However – the emotional purge perpetrated during the digital revolution saw many advertisers sacrifice this human connection between brand and consumer with the result that the media channels themselves have grown to become more important than the brands that are paying to advertise on them. People have stopped crafting brand stories and simply started to churn out emotionless content to fix little boxes on a little grid with little hope of any real engagement.

With many of the world’s most popular social media and search engines now being called out over manipulating their results, the question that many digital advertisers are having to ask is – just how effective is digital and have they been getting the results they were told they were?

For what it’s worth, my view is that digital can be genuinely effective, but brands need to be creating campaigns that people want to be exposed to in the first place and not just force fed. You can’t just bombard people in the hope of wearing them down. We need to create emotional connections with people again – be that making them happy, angry, sad or hopeful about a situation, product or service. When people feel, they act. Apathy is not an option. View digital as one of the many tools at your disposal and not the only one.

As mentioned earlier this week in one of our other posts, two of the most noteworthy campaigns of the past year were rooted in tangible experience that people could see and touch. They elicited real human emotions.

So whilst it might pain some of the digital evangelists out there to admit, we did know a thing or two about brand engagement pre www.

Mission Accomplished!

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ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2017.

Make your mark in advertising.

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If you are that most prized of all commodities, an intelligent and insightful advertising creative or team with the hunger and matched ability to create world-class campaigns in one of the most complicated arenas in the industry, then you are also smart enough to know that you are in high-demand.

So rather than telling you what we expect from you, let us explain what ‘you‘ can expect from us.

  • We offer you access to D&AD training on an on-going basis;
  • We offer you the challenge of working on briefs that will test your skills to the limit – spanning the complete spectrum of science and healthcare advertising and marketing;
  • We offer you the opportunity to work with clients one-on-one from all over the world and the challenges of doing that in real-time;
  • We offer you the framework to create work that can confidently stand alongside work and thinking coming from some of the biggest agency groups in the world – and you’ll be working alongside them on projects as well.

In return – all that we ask is that you are up to the challenge and embrace the opportunities we’re offering. It’s not easy – but it is rewarding.

Contact: trish@themissioncontrol.com

Mission Accomplished!

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ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2017.

Liberty Mutual Surety on reinforcing brand culture.

screen-shot-2016-12-20-at-12-59-55Liberty Mutual Surety is one of America’s most successful and iconic brands. Today – with offices and staff in more than 900 locations worldwide, the company has seen its ranking in the US Fortune 500 jump by 7 places.

Core to that success has been the on-going recognition by Liberty Mutual Surety in the importance of staff engagement and empowering its people with the knowledge, pride and belief that comes from being part of a brand that symbolises the American dream for millions of people and companies.

This collaboration and empowerment of staff has been a corner stone of the brand’s success for decades, but now we see the strategy being tipped by many in the wider business world and global branding industry as one of the top 10 trends to be aware of in 2017.

As always and one step ahead of emerging trends, we have been working in partnership with the Liberty Surety Marketing team in the United States for almost 2 years now to create and deliver the internal corporate culture that fosters this internal continuity.

Recognition of the success of Liberty’s work came in early December, when the director of Liberty Mutual Surety tasked us to create a retrospective of the year’s successes and key moments as a means of personally thanking everyone within the business for their contribution to the collective success of the company throughout North and South America.

Working once again in partnership with the Liberty Mutual Surety marketing team in the States, we created personalised video messages that combined live action footage and drone footage with staff originated shots from throughout 2016, that effectively let everyone see how their individual contribution fed into the wider success of the brand collective.

Not a bad way to finish up the year working with another global brand.

Mission Accomplished!

ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2016.

What’s on the cards for clients this festive season and why?

img_20161215_122350This Christmas we have had our cards created by the very talented Jemma Millen who worked with us earlier in the year to create what was to become a multi-award-winning, international advertising campaign that targeted companies, universities, private and state funded research institutions working to help the up to 1 billion people worldwide who suffer from neurological disorders ranging from Alzheimer’s and Parkinson disease, to strokes and multiple sclerosis.

The tactile and very human story behind the campaign was developed to bridge the gap between our US client’s sales team and the knowledge bank of services held within their company and the ever marketing skeptical, scientific community.

The effectiveness and relevancy of the campaign provided our client with an emotive, relevant and tactile solution that opened the door to a sales channel with an estimated value of £26 billion pounds in the UK alone for research into Alzheimer’s and a further £10 billion for Parkinson’s.

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These figures increase significantly in the United States with Parkinson’s research is valued at $28 billion and Alzheimer’s care conservatively valued at £200 billion.

However – the real effectiveness in the campaign was the potential to transform the traditional B2B communications model into something much more personal – a campaign that encapsulated the need for research and the hope that a cure will soon be found.

So to cut a very long story short, that is why there are brains and hearts on our Christmas cards this year.

If you work in the science, healthcare or in-house marketing field and would like one of these beautiful cards, please send us your details.

Mission Accomplished!

ABOUT: AS A MULTI-AWARD WINNING INTERNATIONAL ADVERTISING AND BRAND DESIGN CONSULTANCY, THE MISSION CONTROL COMMUNICATIONS AND DEDICATED SCIENCE AND HEALTHCARE STUDIO, THE MISSION DISCOVERY, WORKS WITH CLIENTS AND THEIR IN-HOUSE MARKETING TEAMS TO CREATE INTELLIGENT AND AGILE SOLUTIONS THAT EFFECTIVELY ENGAGE AUDIENCES IN TODAY’S DISRUPTIVE AND HIGHLY COMPETITIVE GLOBAL MARKETPLACE, ENABLING BRANDS TO THRIVE. WE WORK WITH BRANDS SPANNING SOME OF THE MOST TIGHTLY REGULATED SECTORS OF ADVERTISING AND MARKETING IN THE WORLD, WITH FORTUNE 500 COMPANIES RANGING FROM – LIBERTY MUTUAL SURETY TO PHARMACEUTICAL, BIOTECH AND LIFE SCIENCE GIANTS. OUR WORK IS ROOTED IN SOUND INTELLIGENCE SUPPORTED BY A STRUCTURED SERVICES ARCHITECTURE THAT COMPLIMENTS CLIENT NEEDS ACROSS STRATEGY AND POSITIONING, ADVERTISING AND DESIGN, BRAND ORIGINATION AND EVOLUTION, PROJECT AND CAMPAIGN PLANNING, ENGAGEMENT AND ACTIVATION, AND INTERNAL AND EXTERNAL CULTURAL ALIGNMENT. FOR MORE INFORMATION, PLEASE VISIT THEMISSIONCONTROL.COM AND FOLLOW THE MISSION CONTROL ON LINKEDIN, FACEBOOK AND TWITTER.
© THE MISSION CONTROL COMMUNICATIONS LTD., 2016.

Multi-award winning art director calls time after 7 years to join The Mission Control Communications.

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It was confirmed today that Jim Magee, former art director at Navigator Blue, has joined The Mission Control Communications as Executive Creative Art Director, following the completion of a number of award winning projects with the Irish Football Association (IFA).

Best known for his work across media – TV, Print, Digital and Web, Jim has successfully completed projects for brands including An Post, Punjana, Heineken and most recently, the IFA’s Northern Ireland Euro 2016 Dare to Dream campaign and Team Launch Event – both picking up Gold Awards at this year’s CIPR NI Awards, and winning UEFA’s Best Fan Engagement Campaign in Europe.

The decision to hire Jim was easy,’ said managing director Patricia Killoran. ‘We’ve been a massive fan of his work for a long time and when the opportunity came up to chat with him, we took it. We set up a chemistry workshop with the rest of the team to make sure there was a mutual dynamic and that was that. The rest, as they say, is history.

The appointment comes following an extensive and rigorous search process that looked at candidates from three countries. Indeed – the nature and scope of The Mission Control’s client base required a very specific skill base and unique mindset – someone capable of conceptualising and implementing individual projects and complete campaigns with regional relevancy on a global basis for brands operating in multi-billion-dollar sectors.

We see Jim bringing a fresh dynamic to the agency,’ said Patricia. ‘We have a team very used to success and it was important that we found a person that could enhance that expectation and work with our client partners to deliver campaign outcomes that really do change lives. Our clients span a diverse range of sectors, but collectively, they all share a common requirement – validated project outcomes that reflect their position as market leaders.

Mission Accomplished!

ABOUT: As a multi-award winning international advertising and brand design consultancy, The Mission Control Communications works with clients and their in-house marketing teams to create intelligent and agile solutions that effectively engage audiences in today’s disruptive and highly competitive global marketplace, enabling brands to thrive. We work with brands spanning some of the most tightly regulated sectors of advertising and marketing in the world, with Fortune 500 companies ranging from – Liberty Mutual Surety to pharmaceutical, biotech and life science giants. Our work is rooted in sound intelligence supported by a structured services architecture that compliments client needs across strategy and positioning, advertising and design, brand origination and evolution, project and campaign planning, engagement and activation, and internal and external cultural alignment. For more information, please visit TheMissionControl.com and follow The Mission Control on LinkedIn, Facebook and Twitter.
© The Mission Control Communications Ltd., 2016

Poking holes in targeted ad algorithms

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David Sable, Global CEO at Y&R and a noted Linked in influencer published an article back in September 2016 that pretty much encapsulated something that we’ve been talking to clients about for ages.

His post set out to question just how targeted those ‘targeted’ Facebook and Google ads really are.

At almost 44, I was fortunate enough to start in the advertising industry before the digital wave hit. That gave me the luxury of working at a time when we were encouraged to question everything and campaign strategies were in many respects, much more ‘human’.

Today, with brands pumping millions into social media every year, it’s crucial that marketing teams born into a digital generation interrogate the data coming from Facebook and Google as opposed to giving into blind faith. Remember, both of these companies make hundreds of millions every year from advertising, so their data is not neutral and whilst the conferences, workshops and courses are all fun, they are designed to encourage you to buy ads. We all have a worth to Facebook and Google.

So let’s start by taking a look at how Facebook profiles ‘you’.

Go to https://www.facebook.com/ads/preferences and check out the thinking. Facebook say:

“How we determine your ad preferences:  We use information from a few different sources to figure out which ads might be relevant and useful to you. Things like your Facebook profile information, activity on Facebook and interactions with businesses can all influence the ads you see.”

Now, in the minds of many, Facebook and Google are infallible sources of pure data to be trusted with a fanatical belief. But the evidence would seem to suggest that in fact, their algorithms are fundamentally flawed and far from being in-depth, with the preference used to pigeonhole one’s points of interest often being tenuous to say the least.

Based on Facebook’s statement, the algorithms would seem to be pretty linear in their approach, failing to take into account human nature and that often, the online personas people project are very different to who they really are. We’ve all liked that page because we felt morally obliged to but never went back to it. We’ve all hit like on something just to keep a friend happy, but never bothered to actually read the article or watch the video. It’s just basic human nature rooted in the need for acceptance.

Like Mr., Sable, I think Google would struggle to know who I really am. For example, my search history covers topics related to work, which considering the scope of our client base, can be pretty diverse. Then there’s the fact that my granddaughter was addicted to Peppa Pig for three years and watched it every evening on my laptop before graduating onto a German speaking Gummy Bear song. So to say that Google or Facebook knows me well enough to target me, would be stretching a truth and a waste of your marketing budget.

I guess the moral of the exercise is that as a species and as consumers, we’re a lot more complicated and fickle than the algorithms would care to admit. Think on that the next time you’re putting all your eggs into a social media only basket.

Mission Accomplished!