From Wolfenbüttel out into the whole world
International Communication for Jägermeister
Challenge / Approach
International communication holds special challenges!
Whether working on a German project internationally or an international project in Germany, you always need local expertise and on-site support. When Mast-Jägermeister SE planned to take over its long-standing US distributor Sidney Frank in 2014, the company faced these challenges; to overcome them, they relied on their trusting partnership with Klenk & Hoursch. The central questions for the communications support were: how can we establish a close relationship with the US media and employees from Germany? How can we avoid rumours and uncertainties? And how can we integrate the subsidiary into the Jägermeister family?
Klenk & Hoursch supported the complex takeover process in three communications phases:
- Phase 1: Preventing any publicity during takeover negotiations and support via prepared communications activities. This ensured quick and purposeful reactions to potential rumours or “leaks”.
- Phase 2: The successful takeover was announced in close cooperation with all parties involved and Sidney Frank employees were integrated into the Jägermeister family without unsettling customers or employees.
- Phase 3: The launch of a targeted yet broad communication strategy. In cooperation with a partner with relevant media contacts and experience with the heavily regulated US spirits industry and the M&A business. As a member of the exclusive agency network PROI Worldwide, Klenk & Hoursch found such a partner in a New York agency. While overall planning, management and German communications were handled by Klenk & Hoursch, the on-site PROI colleagues took care of activities such as media analyses, monitoring and communication and the welcome party.