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Online Exclusive: Account Action

USA NETWORK AWARDS BRANDING WORK TO MDC'S MONO

Campaign to Introduce Cable Channel's New Programming

By Published on .

CHICAGO (AdAge.com) -- USA Network, a unit of NBC Universal, has selected MDC Partners' Mono, Minneapolis, to handle a major branding assignment that's a prelude to a new wave of programming set to appear in the fall.

Contenders
Mono beat a slew of creative shops, including independents Modernista, Boston, and Strawberry Frog and Taxi, both in New York.

"For us it's obviously a big win and we're really pleased," said Michael Hart, a creative director at Mono.

Started last January
Mr. Hart, a former creative director at Publicis Groupe's Fallon Wordlwide, Minneapolis, started the agency last January with fellow Fallon creative director Chris Lange and James Scott, an account director at Interpublic Group of Cos.' Carmichael Lynch, Minneapolis.

This is the biggest win yet for Mono, whose clients include Sesame Workshop, creators of Sesame Street, and Airstream, Mr. Hart said.

Spending by USA on the account wasn't disclosed.

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