Haberman

What Haberman does

Haberman is a Minneapolis-based, privately held integrated marketing communications agency founded in 1994 by Fred and Sarah Haberman. Operating under the tagline "Modern Storytellers for Pioneers," the firm delivers brand strategy, creative development, paid media planning and buying, corporate and brand PR, and analytics for clients across consumer packaged goods (Organic Valley, Dole, Cameron's Coffee, Traditional Medicinals, Stella & Chewy's, Mars Wrigley/Altoids, Jolly Time), cause organizations (Special Olympics USA Games 2026, Volvo for Life Awards), financial services (Affinity Plus Credit Union), health behavior change (Minnesota Department of Health), and technology (Boston Scientific). Service engagements are structured as agency of record partnerships, project fees, and retainers; pricing is not publicly disclosed and is negotiated per client. Core deliverables center on a proprietary storytelling methodology built on the principles of Authenticity, Tension, Relevance, and Value. The agency holds long-tenure AOR relationships — 18 years with Organic Valley, 10 years with Volvo — which function as the backbone of its revenue base.

The firm is organized as Haberman & Associates, Inc.®, a partnership-based ownership structure in which multiple team members hold equity stakes. It operates from a single headquarters at 43 SE Main Street, Suite 300, Minneapolis, with a headcount of 11-50 employees (approximately 35 team members per the public team page). The business model is professional services: B2B client engagements won through competitive pitches and RFPs, with revenue derived from retainer agreements, project fees, and ongoing AOR relationships. Underlying technology is conventional marketing stack with no proprietary platform, AI/ML capabilities, or data flywheel disclosed; the differentiation rests on storytelling expertise, creative talent, and category depth rather than technology assets. In parallel with client work, Haberman maintains an "Entrepreneurial Endeavors" portfolio — Urban Organics (acquired by Pentair in 2017), the U.S. Pond Hockey Championships (sold to NBC Sports in 2010), the Employee Garden ("Dude Ranch"), and the Bancroft Arnesen Expedition — which functions as both a reputational asset and a methodology R&D vehicle.

Name

Haberman

Legal name

Haberman & Associates, Inc.®

Website

https://modernstorytellers.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Haberman is a Minneapolis-based integrated marketing communications agency founded in 1994 that delivers brand strategy, creative, paid media, and PR services as agency of record for pioneer CPG brands, cause organizations, financial institutions, and health clients.

Ownership category

akta.pro rank

Product category

Integrated Marketing Services

NAICS

Advertising Agencies (54181), Public Relations Agencies (54182), Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Full-Service Media Planning & Buying (MPAAABAA), Corporate Reputation & Thought Leadership (MPAAAOAF)

Keywords

• Integrated marketing services
• Brand storytelling agency
• Public relations services
• Creative campaign development
• Paid media planning

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Marketing Agency Services: Haberman generates revenue through integrated marketing agency services including brand strategy, creative development, paid media planning and buying, public relations, and campaign management. Revenue is derived from retainer agreements, project fees, and AOR (Agency of Record) partnerships with ongoing client engagements.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Haberman is a full-service integrated marketing communications agency that sells integrated marketing services spanning brand strategy and positioning, creative development, paid/earned/owned media planning and buying, corporate and brand public relations, thought leadership, and campaign analytics. Services are organized across five client sectors: Consumer Packaged Goods (food, beverage, beauty, pet), Health & Behavior Change (public health, anti-vaping), Cause organizations, Sustainability & Technology, and Financial Services (credit unions). The agency maintains long-standing Agency of Record partnerships (e.g., 18-year Organic Valley relationship, 10-year Volvo relationship).

Product overview

Haberman is a full-service integrated marketing communications agency operating as a single unified offering rather than a platform-plus-modules architecture. The agency's core services include integrated marketing agency support (brand growth strategy, storytelling, positioning, creative, paid/earned/owned media), paid media and integration, corporate and brand PR, and brand foundation development. These services are organized across five client sectors: CPG, Health & Behavior Change, Cause, Sustainability & Technology, and Financial Services. The agency also operates its own entrepreneurial endeavors including Urban Organics (indoor aquaponics farm), U.S. Pond Hockey Championships, Employee Garden (Dude Ranch), and the Bancroft Arnesen Expedition. Founded in 1994, the agency is headquartered in Minneapolis, MN.

Differentiator

Problem solved

Functional benefit

Products and services

• Integrated Marketing Agency Services Full-service integrated marketing agency offering brand growth strategy, storytelling platform development, positioning, creative development, and paid/earned/owned media planning and buying with analytics and measurement for consumer brands and causes.
• Paid Media & Integration Audience strategy, digital/retail/shopper/influencer/traditional media planning, asset and audience personalization, buying and optimization, and collaboration on media execution for client campaigns.
• Corporate & Brand PR Thought leadership, executive visibility, brand/product visibility, strategic storytelling, stakeholder engagement, influencer partnerships, event strategy, corporate reputation management, and crisis communication services for clients across CPG, cause, financial services, and health.
• Brand Foundation Brand strategy and positioning, mission/vision/values development, naming, design and identity development, brand messaging, and articulation into audience-facing expressions for clients building or refreshing brands.

Quantifiable outcome

• Dole Whip re-launch generated 23% incremental sales lift as measured through Circana matched market study
• +6 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Pet Sustainability CoalitioncoreGTM or Marketing PartnerHaberman is a Proud Member of the Pet Sustainability Coalition, supporting sustainable practices in the pet industry alongside clients like YuMOVE.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Edelman: Largest independent global PR firm with strong purpose-and-cause-marketing practice (Edelman Trust Barometer adjacency). Competes for the same health, cause, and consumer clients Haberman serves.
• Ketchum: Global public relations and communications agency (Omnicom) covering corporate communications, brand PR, and cause marketing - the segment Haberman competes in via its Corporate & Brand PR service line.

Direct peers

• Carmichael Lynch: Minneapolis-based independent integrated agency of comparable size, also serving consumer and purpose-driven brands with full-service creative, media, and PR capabilities. Most direct geographic and portfolio competitor.
• Periscope (Quad agency): Minneapolis-rooted integrated agency offering brand strategy, creative, media, and analytics, historically serving CPG and consumer brands. Direct overlap with Haberman's CPG storytelling focus.
• Mother: Independent creative agency built around values-driven brand storytelling for challenger and mission-led brands. Comparable size and philosophy to Haberman's 'pioneer brand' positioning.
• Mekanism: Mid-size independent agency with strong CPG and purpose-brand credentials using a storytelling-plus-paid-media model directly comparable to Haberman's integrated offering.
• R/GA: Globally scaled integrated agency combining brand storytelling, experience design, and technology consulting for CPG and tech clients. Comparable integrated model at larger scale.
• 72andSunny: Independently owned creative agency known for culturally resonant brand campaigns across CPG and consumer categories. Overlapping storytelling-led approach for pioneer/challenger brands.
• Barkley: Independent, employee-owned integrated agency of similar scale focused on challenger and insurgent brands, comparable in ownership structure and full-service integrated model.
• Fallon: Minneapolis-heritage creative agency with historic CPG credentials (Coca-Cola, Cadillac, United Airlines). Direct Midwest-based peer with shared consumer-brand storytelling DNA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/haberman
• Instagraminstagram.com/habermanstories
• Xx.com/modernstories
• Facebookfacebook.com/modernstorytellers

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haberman