Jägermeister - Mother Global Creative Lead Agency

New lead global creative agency for premium herbal liqueur

April 27 2023, Wolfenbüttel, Berlin, London – 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 & 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 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 & 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 helping them to shape their next chapter.”

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 market creative and production agencies.

Jägermeister - Mother creative global lead