To support O2’s music strategy in its attempts to move away from a competition format, and towards an inclusive grassroots music programme by securing new talent.

Mission hoped to provide access to as many people as possible to those working within the music industry.

Mission organised regional workshops in UK cities leading on to a competition on the O2 Undiscovered website. The competition was judged by Ian Brown, with the winning ten musicians performing on the O2 Busking Stage. Mission also facilitated a competition on the O2 Undiscovered website for work experience placements with high profile music companies.

Mission devised and coordinated the three key stages of the campaign, which were supported by high profile ambassadors including Ian Brown, Dave Stewart and Danny MacNamara.

Mission delivered strong cross-platform media results across the UK including titles such as The Times, The Sun, NME, BBC News, ITN and Xfm.