Tagged: Marketing

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

Broken dreams in faded colored times

 

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!

Why winning international awards is good for business.

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‘Winning awards isn’t about being smug. It’s about setting an international standard for your clients’ work that raises it above that of its competitors,’ says The Mission Control Communications.

There is now a valid case with volumes of supporting evidence that proves, effective, creative, and award-winning work drives sales and improves share price performance in science and healthcare – a sector that previously had a reputation for shying away from ‘creative’ advertising and marketing.

This alignment between creativity and a booming bottom line was first demonstrated in the Institute of Practitioners in Advertising’s 2010 white paper, ‘The Link Between Creativity and Effectiveness’, which looked at 10 years of its Effectiveness Awards (which assess marketing ROI) compared with data over the same time period from The Gunn Report (an annual publication ranking the most creatively-awarded advertising).

Notably, creatively-awarded campaigns were 11 times more effective at driving market share growth than those that didn’t win awards. Even with equal investment, creatively-awarded campaigns were more successful across sales volume gain, market penetration, customer acquisition and loyalty, while a strong correlation was discovered between increased creativity (where more creative awards were won) and improved levels of commercial effectiveness.

This was substantiated a year later by James Hurman in his book The Case for Creativity, which analysed 30 years’-worth of data, including the business results from Cannes Lions’ Creative Marketers of the Year. He states: ‘In every case, the companies that have been most tenacious in their pursuit of great creativity have been among the ones outperforming the stock market and enjoying historic periods of financial prosperity.’” (source IPA)

Understanding the commercial benefits of awards to a brand, we approach every project with the mindset that no matter how small or seemingly insignificant it might appear, even to the client, it has the potential to be an award winner. Again – the award itself is not the objective; it’s recognizing that the thinking that goes into an award winning piece of work is proven to be commercially more beneficial to a brand. The actually trophies, whilst nice, are simply a byproduct.

We’ve applied this approach to every brand we work with and it works. Our clients have seen their ranking in the Fortune 500 jump and profits as much as double in some instances. Many of our clients have also found that a ‘winning’ culture has yielded successes in other areas of their business and in addition to the awards we enter on their behalf, they are also entering and winning directly across multiple categories.

The result, motivated workforces, confident investors and increased sales and brand influence.

All in all – we’d call that Mission Accomplished!

Two Gold Awards of Excellence at the 2016 New York Communicator Awards.

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The 2016 Communicator Awards concluded last week in New York and we’re proud to announce that working in partnership with Taconic Biosciences, we won two Golden Awards of Excellence:

  • Gold Award of Excellence Integrated Campaign – Business to Business
  • Gold Award of Excellence Marketing Effectiveness – Integrated Campaign

Both awards reflect the combined efforts of everyone involved in creating and delivering an intelligent and engaging approach to communicating in one of the most tightly regulated spheres of marketing in the world.

We’re delighted with the wins, as are the team at Taconic,” says James Killoran from The Mission Control Communications and Mission Discovery – the agency’s new dedicated science and healthcare division. “A lot of work went into creating these campaigns on both sides of the Atlantic and to see that effort recognised by the Academy of Interactive and Visual Arts is a proud moment for us all. I’d personally like to congratulate all those involved.

Mission Accomplished!

Fear is the biggest killer of creativity…

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…’and I won’t let that hold me back!’ says multidiscipline creative, Anthony. ‘We have some really exciting projects in the pipeline this year and I plan to play a big part in creating even more.’

Continuing our series of articles from the team at The Mission Control Communications, we chat to Anthony McCann, one of the creatives who joined the team last year and hasn’t looked back since. In this article, Anthony chats about what it’s like to work with international clients day in and day out and the challenges and opportunities that presents.

What would you say is the biggest difference between The Mission Control Communications and any other agencies you might have worked with? ‘Creative freedom. We live in the real world so of course we are constrained to an extent by deadlines or a client budget, but in terms of being creative we can really enjoy ourselves generating ideas. No idea is ever just dismissed. It may not work for a particular client or campaign we are working on but there has never been a moment where we’ve been told we can’t be creative. James has an ethos that he tries to instil in us – push an idea as far as you can. It’s a much easier task to scale back from a really crazy concept than to try and expand on something that doesn’t really have legs. I try to always keep that in the back of my mind when I start any project – push the boundaries, you never know what you’ll come up with.’

You work closely with brand managers on projects that are for products and services worth hundreds of thousands of dollars, do you find that intimidating? ‘Not at all, in fact I find it greatly rewarding that designing to a budget is not the sole aim of the projects for these people, it’s the outcome and it’s effectiveness – the cost is secondary. As a designer that gives me a lot of creative freedom to explore ideas and concepts that might not even be considered if a budget was very tight. It also brought me into a lot of unknown territory as I was working on some huge scale projects for the first time and thrown into the proverbial ‘deep end’ with things I had never encountered before. In doing that I found that there wasn’t really anything to be afraid of and, without sounding corny, seeing these projects come to life and the clients feedback from them is the reason I do what I do. Fear is the biggest killer of creativity so I won’t let that hold me back. There is also a great learning experience to take from these projects that will stand me in good stead for the next ones lined up.’

Strategy is something the agency talks a lot about. But how do you see the formality of strategy sitting beside the chaos of creativity? ‘It’s not just all about pretty pictures, there needs to be thought behind what we do! There is a reason why we create certain artwork, or why a campaign is aimed in a certain direction. Our outcomes are designed to not only to be visually engaging but effective in achieving the client’s goals. I’d liken it to creativity being this crazy energy that’s buzzing to get let loose and go, strategy is pointing it in the right direction to go and blow your mind!’

Last year, the agency picked up a number of international effectiveness awards, what would you say is the secret to that success? ‘We work very closely with our clients across the globe to the point where we aren’t simply seen as an external agency but more an extension of themselves. Having a much better understanding of our clients and their needs allows us to create better campaigns for them, and in turn means more effective outcomes.’

Will you be as active on the awards circuit this year? ‘In 2015 the team picked up some well-deserved awards for a few projects they worked on before I came on board. Seeing that filled me with a sense of pride and admiration that their great work is recognised on an international level – but at the same time the creative monster inside me riled up and screamed “I want some of that!” For 2016 we have some exciting projects in the pipeline that will hopefully bring the team in some more awards and I plan on being a part of that.’

The agency works across a number of B2B sectors, is there one that you prefer and why? ‘I actually don’t have a preference as I love knowing that everyday will bring something new and challenging. I may find myself again in unfamiliar territory but I love the thrill of the unknown. I also love that what we do has an impact in the real world – take some of our healthcare clients for example, projects that we work on with them contribute to their success. Their success in turn contributes to improving the lives of sick people. I get real enjoyment and a sense of pride in seeing our creations helping our clients to grow in every way. That they keep coming back to us is testament to how effective our work is.’

Agency culture – is there one and can you describe it? ‘We are a team. No one here pretends that they know everything, and everyone always wants to improve their skills and knowledge. We respect each other. We collaborate and bounce off each other.

One person’s weakness may be another person’s strength. If we need new software, we’ll get it. If we feel we would benefit from a talk or training course, we’ll get it. If we need Red Bull, we will definitely get that! All of this adds to a real fun, creative and learning culture. I think if you settle into a culture where you think you are the finished article and reject input from others then you really are lost. Everyone can, and should want to improve.’

Mission Accomplished!

 

Shooting in the studio.

My mother always said I had a face for radio, but that didn’t stop one of the team from breaking out his caera last week and doing some on-the-fly shots. In addition to some really cool images of the studio, he captured a few nice shots of some of the team as well.

And for anyone wondering if our guys are any good at retouching images, just look how natural they made all my wrinkles and grey hairs look. Talented feckers!

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Mission Accomplished!

Why The Mission Control Communications is flying high.

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If there’s one thing we worked out a long time ago, it’s that if you want to make things happen in this world, well you need to get up off your backside and go out there and make them happen. There’s no point in sitting waiting or expecting for someone else to do it for you. That’s simply not going to happen.

So when an opportunity presents itself, grab it with both hands. That’s why when earlier this month, when we received an invitation to meet with a brand visiting London during a tour of their European facilities, well we were more than happy to oblige – even if it meant being up from 3:15am to catch the red eye out off International.

It turned out to be an 18-hour day well spent as we came home with the new business.

We’ve created something of a name for ourselves when it comes to delivering highly effective campaign strategies in what many would consider to be some of the most complex and niche markets in the world. As a result, we get recommended a lot and this has led to a lot of great opportunities coming our way over recent months.

In-fact, in four months we’ve won four effectiveness awards in New York and been appointed to handle four global marketing accounts – including the one mentioned above.

Proof that it pays to work hard, do a good job and keep clients happy.

Mission Accomplished!