Male Millennial, Gen-Z Opps: Jagermeister appoints global creative AOR (Score 37)

Sales lead: Reach out now to offer ad space & inquire about other agency work. 

• Jagermeister named Mother its first global creative AOR in April 2023. 
  • The agency's first creative work will reportedly debut later this year.
  • It is responsible for building brand awareness and helping Jagermeister reach Gen-Zers more effectively. 
• Jagermeister worked with creative shop Engine on a project basis in the past. 
• We told you about the brand's deal with the NHL in November. 

Target demographic: Male millennials & Gen-Z (21+)

The company will likely:

• Release fresh creative work/a campaign (scheduled for later this year)
• Invest in additional sponsorships (NHL deal)
• Make additional agency changes

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Jagermeister spent approximately $1.5m on national TV ads YTD, just 26% of the $5.8m spent in this channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend dropped by 30% from $9.2m in 2021 to $6.4m in 2022. 
• Ad programming: It placed ads during programming such as NHL Hockey, NFL Football, NHL on TNT Face Off, SportsCenter With Scott Van Pelt, and NHL on TNT Postgame. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Jagermeister spent around $210.9k on digital display ads YTD, less than half (46%) of the $459.8k spent in this channel during the same time period of 2022. 
• YTD data: 27.7m impressions via desktop display (37%), Instagram (31%), Facebook (24%), mobile display (7%), and YouTube (2%). 
• 2021-2022 spend: Full-year spend equaled $2.9m in 2021 and $2.7m in 2022. 
• Ad location: It placed 98% of these ads directly onto sites such as instagram.com, facebook.com, yahoo.com, football.fantasysports.yahoo.com, and sfgate.com. It placed 2% of these ads through multiple indirect channels onto sites such as yahoo.com, buzzfeed.com, sports.yahoo.com, att.yahoo.com, and answers.yahoo.com. 

Additional channel insights  

• Vivvix: Jagermeister also invests in print and local broadcast. 

Agency analysis:

• Opportunity: Agency reviews tend to follow one another, so get in touch to offer your services. 
• Current roster:
  • Firstborn: digital AOR
  • Edge Marketing: experiential AOR
  • Mother: global creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.