MONO Announces Appointments of Sin Liu and Madeline Sanchez as Co-Heads of Strategy

MONO, a design-driven advertising and branding agency that creates and elevates brands with its unique blend of strategy and creativity, has announced the promotions of Sin Liu and Madeline Sanchez to co-heads of strategy. In their new roles, they will jointly lead the strategy department, leveraging culture, insights, and data across MONO’s list of clients, including Sherwin-Williams, Molson Coors, The American Red Cross, Bumble, and RYTHM Cannabis.

Before stepping up her role to co-head of strategy, Sin made a tremendous impact as strategy director at MONO, leading strategic efforts for a variety of clients and award-winning work such as The American Red Cross’ recent experiential effort 'Drop For Drop,' which encouraged gen z’ers to donate blood in exchange for limited edition merch drops from legendary streetwear designers. She and Madeline also led strategic efforts for client Bumble’s award-winning and empowering 'New Rules of the Game' campaign promoting safe dating features and practices. Before joining MONO, Sin was a strategy director at Untitled Worldwide, working with brands including LG, Talkspace, and Tommy Bahama, and held other strategy posts at Pereira & O’Dell, Maxus, and Gotham Inc. With a passion for understanding human behaviour, Sin works with brands to create impactful consumer strategies that deliver outsized results. 

Since joining MONO in 2021 as connections strategy director, Madeline has led strategy for multiple clients, including Sherwin-Williams, Valspar, and Power Home Remodeling. Prior to MONO, Madeline led content and social media strategy at General Mills, bringing their portfolio of iconic brands like Cheerios and Nature Valley to life. With her 20 years of experience, Madeline is adept at ensuring the right message is delivered to the right audience, a philosophy that guides her work and one she has shared with students while teaching a class at Georgetown University. 

“In so many ways, the combined talents of these two women is truly 1+1=3,” said Jim Scott, founder and CEO of MONO. “They come from different spaces within the strategic landscape and will bring unique and complementary perspectives to our growing client roster. They are both talented and driven to help us create truly amazing work for our clients.”