Lufthansa Group Appoints Omnicom Media As Global Media Agency
Lufthansa Group has appointed Omnicom Media its global media agency of record, bringing brand and performance media under one agency. The five-year mandate begins on 1 January 2027 and follows a competitive pitch in which Omnicom Media replaced Mindshare, part of WPP Media.
- Client: Lufthansa Group
- Agency: Omnicom Media
- Term: Five years from 1 January 2027
- Outgoing agency: Mindshare, WPP Media
What The Lufthansa Group Mandate Covers
The account covers the group's core airline brands, including Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, across all home markets, EMEA, the Americas and APAC. It also includes worldwide performance marketing, with Omnicom Media expected to manage about 10,000 active performance campaigns.
How Omnicom Media Will Run It
The model has two layers: a global structure for standardisation, specialist capabilities and enablement, and local teams responsible for brand differentiation, market nuance and growth. Planning, activation and optimisation will run through full-funnel, audience-led workflows, including agentic processes. A central piece is RADAR, an aviation-focused decision-making tool built on Omnicom's Omni marketing intelligence platform.
What Lufthansa Group Said
Tanguy Cartuyvels, vice president of global marketing at Lufthansa Group, said the group is entering a new phase of growth and needs a model that drives consistency and efficiency "while preserving the distinctiveness of our individual airline brands." Steffen Klotz, senior director of digital commerce, said the setup will support "a more personalized, retail-led approach" across the customer journey.
The Context
The win extends a strong run for Omnicom Media in 2026. In October alone it won The Coca-Cola Company's North America media business, Lidl's EMEA account, Lavazza's global business and L'Oreal in the DACH region, adding to earlier wins including Adidas, CVS, Delta, Dyson, IBM, Novo Nordisk, Uber and Xiaomi. Omnicom says its year-to-date billings won or retained through pitches have passed $10 billion. In India, its Initiative agency this week took Pernod Ricard's media across nine markets.
The announcement is on Omnicom Media's website. The value of the account was not disclosed.
More news on Ad Tribe.