mono
mono: Agency Profile (excerpt)
By Tiffany Meyers, September/October 2008 Interactive Annual
A Minneapolis agency that stands for simplicity.
For the partners at mono, it was never a matter of if, but when.
As far back as 1994, when Chris Lange and Michael Hart formed their creative partnership at Minneapolis’ Cevette & Company, they kicked around the idea of launching their own agency–a dream they maintained as their partnership moved to Mullen and then Carmichael Lynch. At the latter, they met account executive Jim Scott, who would soon become their co-founding partner.
The trio continued talking–comparing notes about how they’d run a shop when the time came and, as important, how they wouldn’t.
“There seemed to be a lot of hierarchy at the more traditional agencies,” says Lange. “We spent a lot of time trying to sell our ideas internally even before we got to the client. We wanted to create something different. We wanted to build a structure that was as stripped down and free of layers as possible.”
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For the complete article, which appears in the September/October 2008 issue and is available to subscribers, please visit the magazine’s website.
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