Omnicom Media has been appointed global media agency of record for Lufthansa Group, securing a five-year mandate covering its major airline brands across Europe, the Middle East and Africa (EMEA), the Americas and Asia-Pacific (APAC).
The partnership, which begins on January 1, 2027, covers Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, and brings brand and performance media under a single agency arrangement. It also includes worldwide performance marketing, with Omnicom Media expected to manage approximately 10,000 active campaigns globally.
The appointment strengthens Omnicom Media’s position in EMEA, where it was also named media agency of record for Lidl, Europe’s largest single advertiser, in October. The agency has additionally secured the global media assignment for Italian coffee brand Lavazza and the North American media business of The Coca-Cola Company.
Paul Remitz, CEO of Omnicom Media Germany, said: “We are proud to partner with Lufthansa Group and support some of the world’s most recognized airline brands across markets”. “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.”
The agency’s operating model will combine global coordination and shared capabilities with local market expertise, while maintaining the individual positioning of Lufthansa Group’s airline brands. A global structure will oversee standardisation, specialist capabilities and coordination, supported by local teams responsible for brand differentiation, market requirements and growth strategies.
Tanguy Cartuyvels, vice-president of global marketing at Lufthansa Group, said: “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.”
The partnership will also connect media investment more closely with customer needs and commercial performance through data, technology and performance marketing.
Steffen Klotz, senior director of digital commerce at Lufthansa Group, said: “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.”
A central element of the arrangement is RADAR, an aviation-focused decision-making capability powered by Omnicom’s Omni marketing intelligence platform. It will support full-funnel, audience-led media planning, activation and performance optimisation through platform-based and agentic-enabled processes.
The Lufthansa Group win adds to Omnicom Media’s strong run of competitive account gains in 2026. The agency said its wins and retentions through competitive pitches have exceeded $10 billion in billings year to date, including assignments from Adidas, CVS, Delta, Dyson, IBM, Novo Nordisk, Uber and Xiaomi.
