When MSNBC's new slogan, "Lean Forward," became fodder for a Jon Stewart "Daily Show" skit last December, the folks at Mono, the small Minneapolis ad agency, figured they'd hit pay dirt.
As the creators of the "Lean Forward" brand for the cable news channel, the Mono team watched rivals Fox News and CNN respond with their own "forward'' catchphrases -- "Move Forward" and "Moving Truth Forward," respectively.
All of which became fodder for Stewart's critical eye.
"We stirred the pot," replied Mono founder and managing partner Jim Scott.
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