Omnicom Media has won a five-year global media mandate from Lufthansa Group, bringing the airline group’s brand and performance media operations under a single agency partnership. The appointment takes effect on January 1, 2027.
The mandate covers Lufthansa, SWISS, Austrian Airlines and Brussels Airlines across EMEA, the Americas and APAC. It also includes worldwide performance marketing, with Omnicom Media expected to manage around 10,000 active performance campaigns globally. Operations will combine global coordination, focused on standardisation and specialist capabilities, with local teams handling brand positioning, market requirements and growth strategies.
Lufthansa Group’s Tanguy Cartuyvels, VP Global Marketing, said the company needed a media model that delivers consistency without diluting the identity of its individual airline brands, adding that Omnicom Media stood out for combining technology, global scale and local expertise in an AI-driven era. Steffen Klotz, Senior Director Digital Commerce, said the partnership will help connect media investment more closely to customer needs and commercial outcomes, supporting a more personalised, retail-led approach. Paul Remitz, CEO of Omnicom Media Germany, said the agency was proud to support some of the world’s most recognised airline brands.
The win adds to Omnicom Media’s run of competitive pitch successes following its integration with IPG, with 2026 wins and retentions crossing $10 billion in billings. The proposed model blends planning, activation and performance optimisation through platform-based and agentic-enabled processes, including RADAR, an aviation-focused decision-making capability.
