The Kind of mono You Want To Contract

“Part of the Midwestern psyche is you do the work and that should speak for itself.” -Michael Hart
In its latest issue, Creativity profiles mono, an agency in Minneapolis that is partly owned by Canadian holding company MDC.
mono is the creation of Michael Hart, 40, and his creative partner Chris Lange, 36—both Minneapolis natives who have spent most of their careers there— and managing partner James Scott.
I bring this shop to your attention because I like the way Hart talks.

“We don’t subscribe to the model that the world’s blown up and everything that used to be doesn’t work anymore and you have to reinvent the whole agency model. We’re in a state of evolution here. We’re just at the beginning of change. We’ve got to have a lot more arrows in our quiver, and we’ve got to be able to use them all equally well. To not be great at TV is just as bad as not being great at something else, and there are plenty of agencies that don’t know how to do TV. That’s a problem, too.”

Herman Miller, the Michigan-based furniture designer and manufacturer which makes chairs for 90% of the agencies in America, recently named mono agency of record.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Yep, mono is good. And they’re like two skips and a jump from my old apt. in Minneapolis.

  2. these guys are great. i’ve worked with them in the past, and let me tell you they really get it. as fallon, carmichael and others shrink, these guys will be the ones filling the void creatively. oh, and get this – they’re some of the nicest humans you’ll ever meet in this business. go mono. praise well-deserved.

  3. have not met them but i hear equally good things.
    We need more supertalented egoless folks in this business.
    Such intelligent work…