Traditional Medicinals, a California-based herbal tea company, tapped Haberman as its agency of record, following a review. The Minnesota-based agency will handle all brand communications, PR, media
buying, social media and advertising for the company throughout the U.S. and Canada. "The agency really gets mission-driven brands, and it brings a full suite of capabilities under one roof," said
Matt Crum, vice president, marketing for Traditional Medicinals. "Working together to advance our mission will be fun and rewarding." "Traditional Medicinals is an original herbal tea pioneer," said
Brian Wachtler, president of Haberman. "We are beyond excited to dig in on a fully integrated communications campaign to spread the company's story." Traditional Medicinals spent $1.1 million on
measured media in 2013, down from $3 million spent in 2012, according to Kantar Media.