Jägermeister brings in Clarion Communications after pitch battle

Global spirits giant Jägermeister has called in Clarion Communications to help build the brand.

Jägermeister: wants to promote its gig and festival activity across the UK
Jägermeister: wants to promote its gig and festival activity across the UK

The agency has been given the 12-month retainer brief after winning a four-way pitch showdown.

The joint consumer and trade campaign will see Clarion working closely with Jägermeister’s music manager Tom Carson, to support gig and festival activity across the UK this year, among other roles.  

The brief was won after a successful pitch for both UK distributor Cellar Trends and the drink company’s head office team from Germany.

Clarion’s team will report to Terry Barker at Cellar Trends, and Katja Gebert, UK marketing manager at Jägermeister.

Barker said: ‘Clarion won the business because it demonstrated a high level of professionalism in its strategic thinking and approach. We feel Clarion will bring very relevant experience from the worlds of both drinks and music.’

Media targeted will be journalists in trade and consumer media, men's lifestyle titles including supplements and music titles. The strategy will also include social media and online promotion.

Gary Freemantle, Clarion Communications CEO, said: ‘The contract includes a campaign targeting trend-setting 20 to 30-year-old male consumers, a corporate reputation campaign, and a drive to encourage the serving of Jägermeister Ice Cold. It’s a very exciting brand and we’re delighted to be working with Jägermeister in an area we know so well.’

The campaign, which starts this month, will be headed by Clarion’s board director Lucy Allen.

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