Mono Adds Work From Custom Chrome

CHICAGO Mono has picked up advertising chores from Custom Chrome, a supplier of aftermarket parts and accessories for Harley-Davidson motorcycles, the agency said.

The Minneapolis shop, which is partly owned by Toronto’s MDC Partners, plans to construct its own customized motorcycle as a way to get to understand the brand, executives said. The construction will be documented online starting later this year.

John Lott, president of the Morgan Hill, Calif., client, said in a statement that the past experience of Mono’s principals, who have worked on accounts including BMW and Harley-Davidson, was key to making the move. There was no review. The company wanted to increase its marketing efforts because of the rise in interest in customization, as witnessed by TV fare such as American Chopper.

“In the 30-plus years Custom Chrome has been in business, customization has never been so relevant and so desired,” Lott said. “Mono brings experience with gas and oil brands and the creative ideas that will help us make the most of the opportunities we know exist.”

Billings were undisclosed, but sources estimated ad spending in the low seven figures.