Earlier this year in April, Jagermesiter developed a pop-up agency to help recent college gradates get a taste of what the industry is like before venturing out into the big world. The pop-up, called “Concept 56,” was established in Nashville, Tennessee and Detroit, Michigan. During the 6-month program, the participants worked with mentors to create a marketing campaign geared towards other twenty-somethings.
The name for the concept held two meanings: It highlighted the fact that there are 56 ingredients used in Jagermesiter, and the fact that there were five participants at each pop-up agency working together for six months. The participants, aged from 21 to 27, worked with local mentors, such as interior designer Kate Mills and skateboard designer Will Anderson, who counseled them on the different facets of marketing and professional development. With a little guidance from the mentors, the students successfully executed event and marketing initiatives for Jagermeister.
“The brand acts as a support system for young talent to have the opportunity to do something they’ve always wanted to do, but weren’t able to,” said Jagermeister’s CMP Marcus Thieme. “It’s a great way for us to have people interact with the brand without giant blinking Jagermesiter signs all over the place, and to create authentic executions that fit with these cities.”
The director of Concept 56’s Nashville program, Tom Melchior, added, “They came out of the program with incredible things on their resume. We’re helping them develop professionally in a way that a lot of recent grads don’t get.”
The final project is scheduled to happen in Nashville in October. The participants were flown to New York to deliver their marketing pitch to the brand’s executives in order to secure a budget. “The level of detail they went into was impressive. When I compare this to when I was 25, I was totally useless,” Thieme said.
“One of this project’s most valuable experiences is meeting other creatives,” said Jesse Samler, a participant in the Nashville agency. “It’s always nice to meet other people who have a screw loose, but have their shit together. It’s inspiring. Concept 56 will help me build by career in ways that I don’t quite know yet…but what I do know is that this project is making me hungry to create. That foundation is enough.”[Via: AdWeek]