Iris Mobile, a mobile marketing company and creator of Rich Media Messaging (RMM), technology that allows rich content such as long text, video and images, to be delivered to virtually any mobile device, has been named the mobile messaging agency for The Wet Seal. Iris Mobile will support the brand's mobile marketing programs with RMM to help the retailer, which caters to young women, strengthen its presence and connect more personally with its mobile customers. Rich Media Messaging, or RMM, is Iris Mobile's patented messaging technology that delivers device optimized rich content to almost every handset on the market, using any wireless carrier, with no data plan required. Work began earlier this summer on a RMM campaign that allowed customers to opt-in to receive mobile messages from Wet Seal by texting WETSEAL to 35750. Upcoming RMM campaigns, aimed to build brand loyalty and drive sales, will contain coupons and promotions, iPhone Passbook integration for easy access when shopping in stores, the ability to set calendar reminders before offers expire, and options to share messages with friends on Facebook and Twitter.
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. Traditional Medicinals spent $1.1 million on measured media in 2013, down from $3 million spent in 2012, according to Kantar Media.