By ifuwantpul / / [img_assist|nid=22570|title=|desc=|link=none|align=center|width=480|height=347] Jägermeister, the #1 selling imported liqueur in the United States and 8th largest premium spirit brand in the world, has selected NY design and innovation company, Firstborn, as its digital agency of record following a competitive review that kicked off in October 2017. The brand is looking to Firstborn to drive awareness, relevance and engagement through digital. Ogilvy & Mather held digital duties prior. Other partners for the spirits giant include global lead agency, Opperman Weiss, Integer for POS, and Cross Media for media duties. The decision to bring on a new digital shop follows Jägermeister’s launch of a new brand platform— the first major rebrand in its 80-year history — which targets the millennials and focuses on Jägermeister’s “spirited irreverence and product perfection”, as well as its rich German heritage. On choosing Firstborn, Heather Kozera, VP, Integrated Marketing & Services for Mast-Jägermeister US remarked, “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.” This is something Firstborn is certainly no stranger to. The shop is regarded for its digital work and product innovation for mega brands like PepsiCo, Supercell and S&P Global, as well as notable VR experiences for Mountain Dew, Chevron, Patron and Amazon’s Audible. The Jägermeister win follows a string of new business for Firstborn, which picked up lead digital roles for Lafayette 148, Tauck and NYU Langone in 2017.