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Buzzcast #72: Sven Markschläger / Jägermeister

 

Posted on June 9, 2009
C. Werle

 

Sven Markschläger is head of digital marketing at Jägermeister Germany.

The brand Jägermeister is present in different countries and pursues a local niche marketing policy, based on local initiatives. In this interview Sven Markschläger presents the brand Jägermeister and their successful 360° “Kein Jägermeister” (“No Jägermeister”) campaign, for which they invented a fantasy product. The campaign was created in cooperation with all marketing departments and sparked a lot of conversations.

He also talks about the importance of having a straight policy and of letting people invent the brand themselves, with the brand determining the main direction.

This interview was conducted by Gregory Pouy at the Marketing 2.0 Conference (coorganized by Vanksen and the Brand Science Insitute) held at the European Business School ESCP-EAP in Paris on March 30 and 31 2009.


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