Minneapolis Shop Gets Cable Assignment

CHICAGO USA Networks has tapped mono to create a brand campaign for all of the company’s varied programming after a review, an agency executive confirmed.

We’re going to help to [strengthen] their brand,” said Michael Hart, creative director and partner at the Minneapolis agency. “They’re looking for someone to help bring and create a real strong brand identity for them, which they haven’t really done for the last several years.

Other participants in the review included Modernista! in Boston and StrawberryFrog and Taxi, both in New York, according to sources.

The campaign will look to “add some cohesion” to the network and will include an extensive interactive component, Hart said. Work is expected by the third quarter, he said.

Campaign spending was not disclosed, though USA Networks spent $20 million on its advertising in 2004, according to Nielsen Monitor-Plus.