Spirits brand/college staple Jägermeister has selected Firstborn as its digital agency of record, following a review launched in October which included four undisclosed agencies, in addition to Firstborn.
Firstborn will be tasked with handling all digital duties for the brand. Jägermeister will continue to work with global lead creative agency Opperman Weiss, Crossmedia, which was named media AOR for the brand last year and Integer on point-of-sale.
“We are a brand that likes to be first—so we were looking for a digital partner that could not only conceive of, but execute, technologically-driven ideas that would push the norm and bring innovative thinking to our marketing,” Mast-Jägermeister U.S. vice president, integrated marketing and services Heather Kozera said in a statement. “Firstborn is the perfect agency to provide that leading-edge digital expertise.”
The appointment follows Jägermeister’s first major rebranding campaign in its 80-year history last year. For Firstborn, it follows the agency picking up work for NYU Langone, luxury apparel brand Lafayette 148 and travel brand Tauck.