New York/London/Germany, October 10, 2019 — Mast-Jägermeister SE, the parent company of spirits brand Jägermeister, has appointed ENGINE as its global lead creative agency. In this role, ENGINE will handle the brand’s creative duties globally as well as servicing the local creative requirements in the UK and US where they will also manage their media duties. The announcement comes after a competitive review of multiple global agencies and networks. 

“Jägermeister has a rich heritage in pop culture and music which over time has helped build strong brand equity keeping us among the top 10 spirit brands worldwide,” said Tim Jerg, Head of Global Brand & Comms, Mast-Jägermeister SE. “ENGINE’s full-service offering, strategic skill and proven track record in fame-driving creativity make them the perfect partner to underpin Jägermeister’s iconic status, reposition the customer experience among Gen Z and accelerate growth throughout our key markets globally.”

“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,” said Daisy Domenghini, global client MD at ENGINE. We’re really excited by the opportunities the brand is presenting creatively and look forward to helping make Jägermeister the leading shot brand Globally.“

“Jägermeister’s past is full of iconic advertising, 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 equally memorable and inspiring for the brand and it’s consumers for many years to come.” said Wolfgang Moeller, Global CMO, Mast-Jägermeister SE.

A global brand campaign will launch later this year.