Mother has made good on its promise to ‘make our children proud’ by investing its first year profits from winning the global Jägermeister creative account into inspiring the next generation of creative talent.

In the coming months, Mother will identify a not-for-profit organisation to receive this donation. 

Mother launched the ‘Pitch it Forward’ initiative in June last year. The move was inspired by Mother's mission to ‘Make Our Children Proud’, which aims to use the agency's independence to challenge conventional business practices and to make bold decisions that benefit future generations. 

The agency, which was selected as its global lead creative agency without a full creative pitch, will be responsible for further building the Jägermeister brand worldwide. The agency is tasked with attracting new consumers to the brand by raising its aspirational profile.

Mother will work in partnership with the Jägermeister global Brand & Digital Marketing team to increase brand awareness with modern, enduring concepts at a global scale. The creative work will be aimed at all audience groups and is focused on sustainably increasing the value of the brand. 

“Jägermeister stands for best nights of your life today and tomorrow. Our brand has always been able to stay relevant across generations and reflect the current zeitgeist. In this spirit, we want to develop new campaigns with Mother to help Jägermeister resonate even better with Gen Z and rejuvenate the brand”, explains Sven Schindler, Head of Global Brand & Digital at Mast-Jägermeister SE.

Felix Richter, Global Creative Partner of Mother, added: “Both brand and product, Jägermeister is unlike anything else. The brand is an incredible global success story fueled by ingenuity and creativity.  We’re looking forward to working with Jägermeister and helping them to shape their next chapter.”

The collaboration has already started, with a global brand campaign to be rolled out later 2023. The appointment of Mother does not affect Jägermeister’s relationship with local creative and production agencies.