MDC's Mono Sets Up Shop in San Francisco

Minneapolis Agency's West Coast Expansion Follows Mozilla, North Face Wins

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(L. to r.): Paula Biondich, Jane Delworth and Jeffrey Gorder.
(L. to r.): Paula Biondich, Jane Delworth and Jeffrey Gorder.

MDC Partners' Mono is setting expanding beyond the Midwest by opening up in San Francisco.

Director of New Business Jeffrey Gorder and Group Account Director Jane Delworth will now run Minneapolis-based agency's new location as managing directors, along with Paula Biondich, who will be managing creative director.

The impetus to open the new location was recent wins for West Coast clients like the North Face and Mozilla, said Co-Founder and Managing Partner Jim Scott. "Clients want us there and because we think what we're doing is compelling." He added that the goal is to not only have account people there, but strategy and creatives exposed to burgeoning technology. "It's about making sure we're building the office with the best and brightest."

Mr. Scott said that the agency had an exceptional 2014, also adding the Propel, Sperry and Smashburger accounts to the agency's client list, which gave revenue an almost 50% lift and led to a near doubling of employees to 100.

Opening up in San Francisco these days can be a challenge. Agencies there have been saying that drawing in talent can be difficult, because companies like Facebook, Google, Twitter, Salesforce and a number of other companies are competing for the same kind of talent that agencies are -- except the tech companies can often offer higher salaries.

Mr. Scott is aware of the issue. "We have our eyes wide open," he said. "But there are a couple things we have that we think we can compete with. We can offer a creative environment that produces innovative work and breaks molds. We're trying to create campaigns that are truly different, that people pay attention to."

"Culturally, San Francisco was a natural choice for us," said Michael Hart, co-founder and managing creative director at Mono. "Not only are our client relationships expanding westward, but Mono's entrepreneurial spirit, strong design sensibility and unconventional thinking align perfectly with the forward-thinking, innovation-driven atmosphere of the Bay Area. We have great ambitions for this move and are excited to hit the ground running."

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