It took a while to confirm, but New York-based MRY, which of course merged with LBi this year, has now officially been named digital AOR in the U.S. for college booze fave (for some, at least), Jagermeister. The spirits brand, which has also worked with L.A.-based indie shop Mistress over the past couple of years, has tasked MRY with the usual digital AOR responsibilities including strategy and creative across channels. Regarding the deciscion, Heather Kozera, director of digital marketing for New Rochelle, NY-based Sidney Frank Importing Co., which houses the Jager brand among several others, says in a statement, “Looking for an agency partner was a big decision for us. MRY showed us they can deliver new and innovative digital ways to connect with our target – they had the right team and the right thinking to complement our brand and our initiatives.”
The partnership has already taken effect, with the first MRY work for Jagermeister set to debut later this year. No word if there was a review as of yet, but we’ll update if need be (Update: Well, there was no incumbent on the Jager digital biz at least). Mistress, meanwhile remains above the line agency for the brand.