Fallon, Carmichael Lynch Vets Launch Mono

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Mono Men: Scott, Lange and Hart
Former Fallon/Minneapolis creatives Michael Hart and Chris Lange have announced the launch of Minneapolis-based agency Mono. They are joined in the venture by co-founder and managing partner Jim Scott, who arrives from Carmichael Lynch after six years as an account director for clients such as Harley-Davidson, Northwest Airlines and Volvo. Mono opens with one client, Sesame Workshop, the New York-based company behind Sesame Street and other children's programs.

According to Hart, the startup will try to remain nimble as it courts clients in all categories. "We're trying to create a great creative shop that's as simple as possible and as discipline neutral as possbile," he says. "We see the possiblility to create something that is really one layer. We're seeing a little swing away from the integrated, large, one-stop shop model. I think clients are getting disenchanted with that."

At Fallon, Hart and Lange -- a writer and art director, respectively -- won an Emmy in 2001 for "Photo Booth," a commercial for PBS directed by Errol Morris. They also worked on "The Open Show" branded-content project for the Archipelago Stock Exchange, which won the Media Grand Prix in Cannes last year.

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