Lufthansa Group, a global aviation holding company headquartered in Germany, has appointed Omnicom Media as its global agency of record.
Omnicom Media will handle the account for five years, beginning 1 January 2027.
Following a competitive review, Omnicom Media replacing incumbent Mindshare, part of WPP Media.
The appointment covers Lufthansa Group’s core airline brands, including Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, across EMEA, the Americas, and APAC. The scope also includes worldwide performance marketing, with Omnicom Media expected to manage approximately 10,000 active performance campaigns globally.
“We are proud to partner with Lufthansa Group and support some of the world’s most recognized airline brands across markets,” said Paul Remitz, CEO of Omnicom Media Germany.
“As their media partner, we will be leveraging Omnicom Media’s industry-leading scale, technology, and connected capabilities to support effective brand building and performance across markets.”
Omnicom Media’s operating model will combine global coordination and shared capabilities with local market expertise and support for the distinct positioning of Lufthansa Group’s individual airline brands. It will operate across two layers: a global structure focused on standardization, specialist capabilities, harmonization and enablement, and local teams responsible for brand differentiation, market nuance, and growth strategies.
Lufthansa Group operates in Australia through commercial representation and airline partnerships, selling flights from major Australian cities to Europe. However, it does not operate its own direct passenger flights from Australia, instead relying on partner airlines, such as Singapore Airlines, for connecting routes.
Nonetheless, Omnicom Media Oceania is excited to begin its partnership with Lufthansa Group.
“Lufthansa Group is entering a new phase of growth. We need a media model that drives consistency and efficiency across the entire funnel while preserving the distinctiveness of our individual airline brands. In an AI-driven era, Omnicom Media convinced us with an approach that combines the technology, global scale and local expertise our brands need to succeed,” commented Tanguy Cartuyvels, VP global marketing, Lufthansa Group.
A central element of Omnicom Media’s approach is bringing brand and performance together through full-funnel, audience-led workflows. The model will combine strategic planning, media activation, and performance optimization through platform-based and agentic-enabled processes – including RADAR, a bespoke aviation-focused decision-making capability powered by Omnicom’s Omni marketing intelligence platform.
“Omnicom Media brings together the data, technology and performance marketing capabilities we need to connect media investment more closely with individual customer needs and commercial outcomes. This will help us advance a more personalized, retail-led approach and create a more seamless experience across the customer journey,” concluded Steffen Klotz, senior director digital commerce, Lufthansa Group.
