A look at the people behind the numbers in area business:
Sunny Fenton Haberman
Title: Business development director
Age: 38
Sunny Fenton is aiming to help "purpose-driven brands" tell their stories and grow as the new business development director at Haberman, a full-service marketing agency in Minneapolis.
Haberman, which pursues both business and social change goals, has been "on fire with new business pitches," Fenton said.
The agency is pitching companies responding to Haberman's client work and business experience in the food and organic markets, Fenton said.
That includes Haberman's campaign for organic produce grower Earthbound Farm and the agency's branding, marketing and other efforts in launching Urban Organics, an aquaponic fish and produce farm that began operating in April in St. Paul.
"That immediately gives us credibility with those clients and they want to hear more about it," Fenton said. "We're talking more about business, truly understanding what the business problem is and how we can solve for it."
Moving to Haberman resonated with her own sense of purpose, said Fenton, who had been director of business development at Minneapolis advertising agency Colle McVoy for about a year before joining Haberman.
"That was a hard thing for me to do, but I felt like this is my opportunity to make a positive impact," Fenton said. She and her husband also were seeking greater work-life balance after the birth of their son last year.
Fenton, who has a biology degree from Hollins University, also has worked at Minneapolis agencies Little, Hunt Adkins and Carmichael Lynch as well as at Best Buy Corp.
Q: What happens if a client says it needs a campaign so it can sell more of something?
A: The best opportunity for us is when someone says, we're facing this business challenge, this is the budget we have, help us solve it. It's not, "I'm calling because I need a PR plan or I need a digital strategy."
Q: Does the agency sometimes have to help clients figure out what they stand for?
A: Yes. What is critical is having a CEO that believes in something beyond selling product. We need to understand that and ultimately make sure that it resonates with the consumer and is authentic and believable and that the organization lives it and breathes it as well.
Q: How are you identifying new opportunities?
A: The phone keeps ringing and they're solid, good, long-term opportunities. I will do some direct outreach but that's almost like cold calling and that's almost obsolete now. It's more about leveraging the relationships we already have. Most of our business comes in through referral.
Todd Nelson
