Who We Are

A good story well told can change the world. Haberman tells those stories, creating integrated marketing programs in partnership with the leading entrepreneurs, innovators, healers and heroes of our day to help their companies and organizations grow and succeed. These are the pioneers of our day, and we bring their stories to life through branding, advertising, public relations, social media, grassroots engagement and more.

The goal is always establishing emotional connections, and nothing does that better than authentic, relevant storytelling. We call it modern storytelling, and it’s how we fulfill our mission – to tell the stories of pioneers making a difference in the world. Word is getting around, too. We’re pleased to be included in 2012 Inc. 5000, 2012 Minnesota Business Best 100 Companies to Work For and 2012 Outside Magazine Best Places to Work.


Haberman storytellers are a curious lot. Strategists, writers, visual artists, digerati, production and operations specialists – they’re intrigued with edges and unknowns. They ask a lot of questions. They weave new narratives from threads of unexpected hues and textures. Curiosity reveals the heart of the story, and from there passion takes over, leading to advocacy and results.

Founder’s Story

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The Haberman story is an evolving narrative, very much a work in progress, which begins in the 1980s at the University of Wisconsin in Madison. There, Fred and Sarah Haberman met and fell in love. Little did they know that their shared interests and subsequent adventures would lead to a new kind of mission-based marketing communications agency focused on the idea of modern storytelling.

Wilderness was and is a constant source of inspiration. Fresh out of college, Fred and Sarah worked at Camp Manito-wish, the largest YMCA camp in the nation. After a stint in public relations in St. Paul and corporate marketing in Minneapolis, they journeyed to Kazakhstan, to open the first American office-products retail store in Almaty. Later, they started an adventure travel company, Simply Wilderness, and led groups to remote areas in the Himalayas, Boundary Waters Canoe Area and Canada’s Quetico Provincial Park. They also consulted in organizational development, a passion that still influences the firm today.

Despite helping others connect their personal passions with their work, they longed to create their own company, capitalize on their life experience and skills, and make a larger global impact.

By the mid-1990s, after experiencing many different cultures worldwide, they realized with growing certainty that people everywhere have transformational stories to share. Storytelling – an ancient craft at home in the modern world – could cross divides and span media channels. It could engage audiences, drive positive social change and help businesses grow. With newfound clarity, the entrepreneurs opened Haberman in their two-bedroom house. Eventually, as more storytellers joined, the firm expanded to office space in downtown Minneapolis.

Today, nearly 50 storytellers work at Haberman, resolute in their mission to tell the stories of pioneers making a difference in the world.


Wholesome! campaign in the spotlight »

The Minneapolis Egotist recently covered a new campaign we created for Wholesome!, the leading U.S. brand of organic, Fair Trade and non-GMO sugars and sweeteners.

Star Tribune profiles Haberman’s passion for organic »

The Minneapolis Star Tribune spent the day at Haberman’s garden in Delano—where employees tend and harvest organic vegetables six months out of the year—to find out how Fred Haberman’s passion for sustainable agriculture fuels the agency’s work on behalf of the good-food movement. Read the story.

Lunds & Byerlys & You »

Twin Cities supermarket chains Lunds and Byerlys recently merged into one powerhouse brand. Lund Food Holdings, which has owned both chains for nearly two decades, asked Haberman to help launch the newly unified Lunds & Byerlys brand in a big way. We created “Experience the Goodness,” a campaign…

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Pioneering Projects

As much as we love helping pioneers tell their stories and make a difference in the world, we often find opportunities of our own to act on. Sometimes we partner with clients in unique ways. The entrepreneurial spirit is alive and well at Haberman, carefully nurtured over the years with projects that started small and grew to dizzying proportions. We’re up for a challenge and open to new opportunities. Take a look at some of our favorite projects, and contact us if you have ideas of your own.