Lufthansa Group appoints new global media agency of record

Lufthansa Group has appointed Omnicom Media as its global media agency of record, bringing brand and performance media under a single agency partnership.

The five-year mandate begins on 1 January 2027 and covers the group’s core airline brands, including Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, across EMEA, the Americas and APAC. 

Omnicom Media will also handle the group’s worldwide performance marketing, with around 10,000 active performance campaigns expected to fall under its remit.

The incumbent is reportedly WPP Media's Mindshare. 

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Tanguy Cartuyvels, VP of global marketing at Lufthansa Group, said the group “is entering a new phase of growth”. He added that it needs a media model that delivers consistency and efficiency across the funnel while preserving the distinct identity of each airline brand. 

Omnicom Media won the business, he said, with an approach that combines technology, global scale and local expertise for an AI-driven era.

Omnicom Media will operate across two layers. A global structure will focus on standardisation, specialist capabilities, harmonisation and enablement, while local teams will own brand differentiation, market nuance and growth strategies. 

Planning, activation and performance optimisation will run through full-funnel, audience-led workflows, powered by platform-based and agentic processes. These include RADAR, an aviation-focused decision-making capability built on Omnicom’s Omni marketing intelligence platform.

Steffen Klotz, senior director of digital commerce at Lufthansa Group, said the data, technology and performance marketing capabilities will tie media investment more closely to individual customer needs and commercial outcomes. 

This will support a more personalised, retail-led approach across the customer journey. Paul Remitz, CEO of Omnicom Media Germany, said the agency will bring its scale, technology and connected capabilities to support brand building and performance across markets.

The appointment comes as Lufthansa Group builds up its Southeast Asia presence. Lufthansa returned to Kuala Lumpur in October with five weekly nonstop flights from Frankfurt, its first direct service to Malaysia since 2016.

The win adds to Omnicom Media’s streak of global account wins this year. It recently picked up Coca-Cola’s North America media business, after landing Adidas’ US$512 million global account, IBM’s global remit and Dyson’s global media business. Omnicom says its year-to-date total now exceeds US$10 billion in billings won or retained through competitive pitches. 

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