Spin the Agencies of Record

Active living brand prAna, known for its functional designs and progressive style, has selected Haberman of Minneapolis as its AOR in a competitive review. Haberman will handle public relations, social media and event management for the company as well as long-term marketing planning for prAna’s first Twin Cities location.

The new Minnesota store, slated to open in early November 2012 at 50th and France in Edina, joins five other retail prAna locations in Denver, Boulder, Santa Barbara, Portland and San Francisco.

Gap brand has eschewed established global agencies like stalwart Ogilvy for a host of agencies available on an as-needed basis. The shops including Peterson Milla Hooks and AKQA. PMH, a Minneapolis-based shop, has worked with Target, Kmart and JC Penney. Yet Gap and Ogilvy still maintain a relationship.

Gap spokeswoman Edie Kissko said,”Ogilvy & Mather Worldwide helped us tremendously over the last year in establishing the Gap brand ‘Be Bright’ platform, which we launched with our spring campaign… Ogilvy also created our fall ‘Icon Redefined’ campaign.”

Susan Magrino Agency has acquired four new travel clients, including InterContinental Miami, Hyatt Union Square New York and Auberge du Jeu de Paume, as well as an interactive photography exhibition presented by Le Méridien Hotels and Air France. The agency specializes in public relations, marketing, and communications for brands in travel, food, wine & spirits, and consumer goods.

Wolf Ridge Environmental Learning Center, a Minnesota-based education provider, has partnered with Haberman to build awareness of Wolf Ridge and increase enrollment in its programs through effective marketing strategies, memorable creative and integrated communications.

Pete Smerud, executive director of Wolf Ridge Environmental Learning Center explains, “Our goal is to introduce more educators, families and young people to our environmental offerings—like our top-rated Wolf Ridge summer and winter camping programs… Haberman’s deep personal connections–to the environment in general and camps specifically—make our two organizations natural allies.”