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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.