Jägermeister Appoints Mother as Global Lead Creative Agency
Following a competitive process, the premium herbal liqueur brand Jägermeister has selected one of the world’s most respected creative companies as its global lead creative agency. Mother, through its teams in London and Berlin, will now be responsible for further building the Jägermeister brand worldwide and attract new consumers to the brand by raising its aspirational profile.
Mother will work in partnership with the Jägermeister global brand and digital marketing team to increase brand awareness with modern, enduring concepts at global scale, within all audience groups - to sustainably increase the value of the brand, a key goal of this collaboration.
“Jägermeister stands for best nights of your life today and tomorrow. Our brand has always been able to stay relevant across generations and reflect the current zeitgeist. In this spirit, we want to develop new campaigns with Mother to help Jägermeister resonate even better with Gen Z and rejuvenate the brand,” explains Sven Schindler, head of global brand and digital at Mast-Jägermeister SE.
Felix Richter, global creative partner of Mother, added: “Both brand and product, Jägermeister is unlike anything else. The brand is an incredible global success story fueled by ingenuity and creativity. We’re looking forward to working with Jägermeister and helping them to shape their next chapter.”
In winning Jägermeister without a full creative pitch, Mother will live up to its ‘Pitch It Forward’ promise and donate its first-year profits from working together to inspire the next generation with creativity. In the coming months, Mother will identify a not-for-profit organisation to receive this donation. ‘Pitch It Forward’ was launched in 2022 as part of Mother’s mission to Make Our Children Proud.
The collaboration has already started, with a global brand campaign to be rolled out later 2023. The appointment of Mother does not affect Jägermeister’s relationship with local creative and production agencies.
