Jägermeister picks Engine as global creative agency

The Jäger bombs are on Engine: the German liqueur brand has appointed the agency to lead its global creative business, following a pitch that started more than a year ago.

It’s an important win for Engine, which is trying to establish itself as an international operation after January’s restructure, and the business includes media duties in the UK and the US. A new campaign will launch before the end of the year.

Jägermeister most recently worked with New York agency Opperman Weiss, but called a review last year when the two founders left. German supermodel Nadja Auermann appeared in its last campaign, when around £1 million was invested in UK media, including Sky and Channel 4 as well as websites targeting Gen Z audiences like Ladbible and NME.com.

Jägermeister, which also has a big presence in Formula 1 and at festivals, was first made in Germany in 1935 by the son of a wine trader.

Wolfgang Moeller, Global CMO, Mast-Jägermeister SE, said: “We’ve never been afraid to stand out and do things differently. It was our ambition from the pitch to find a creative partner who shared our vision to create work that is memorable and inspiring for the brand and its consumers for many years to come.”

Daisy Domenghini, London-based global client MD at Engine, said: “From day one on the pitch, the chemistry was there. Jägermeister is a brand we’ve all interacted with at some point in our life and, therefore, feel natural ownership toward.”

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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