• by Larissa Faw , March 1, 2018

Jägermeister is appointing Dentsu Aegis Network’s, Firstborn, as its digital AOR following a competitive review. The alcohol brand originally put the account up for review in October 2017 with five agencies involved in the pitch. 

No word of whether incumbent Ogilvy & Mather participated in the process.

Firstborn will work alongside Jägermeister’s other agency partners including Opperman Weiss (creative); Cross Media (media); Integer (POS) to develop campaigns  to "reinforce Jägermeister’s positioning as an aspirational and premium brand that represents the perfect blend of mastery and boldness," says an agency spokesperson.

The appointment follows Jägermeister’s recent launch of a new brand platform— the first major rebrand in its 80-year history. Current marketing initiatives, created in partnership with global lead agency Opperman Weiss, target the millennial audience by focusing on Jägermeister’s rich German heritage and “spirited irreverence and product perfection."

The brand spends around $6 million annually on advertising in the U.S. Jägermeister, German for "Master Hunter," is the top-selling imported liqueur in America and is available in 129 countries around the world.