Jägermeister hires Mother as its first global creative agency of record

Jägermeister has named Mother its first global creative agency of record. Mother will be responsible for drawing new consumers to the herbal liqueur brand and raising its brand awareness on a global scale. The agency’s Berlin and London offices will work with Jägermeister’s global brand and digital marketing team to rejuvenate the brand and better connect with Gen Z, stated Sven Schindler, head of global brand and digital at Mast-Jägermeister SE, the brand's Germany-based owner. Mother, Ad Age's 2023 Purpose-Led Agency of the Year, won the business without a competitive pitch. This is the agency’s first chance to enact its “Pitch it Forward” promise—it will donate its first-year profits from working with Jägermeister to a nonprofit that will be chosen in the coming months. “Pitch It Forward” was launched in 2022 as a way to encourage clients to move away from the pitch process in favor of chemistry meetings to choose agency partners. See all of Ad Age's 2023 Creativity Award winners here Mother has already begun work for Jägermeister, with a global brand campaign expected later in 2023. Jägermeister had previously worked with Engine on projects, including the “Save the Night” initiative in 2020 that helped bartenders, artists and creatives left jobless during the COVID-19 pandemic. It also worked with Juliet on the 2021 digital campaign for the debut of Jägermeister Cold Brew, which promised customers their money back if they didn’t like the coffee-infused drink. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Jägermeister hires Mother as its first global creative agency of record

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