Omnicom Media Secures Global Media Mandate for Lufthansa Group

Omnicom Media has secured a five-year global media agency-of-record (AOR) mandate from Lufthansa Group, bringing the airline group’s brand and performance media operations under a single agency partnership. The appointment will take effect on January 1, 2027.

The mandate covers Lufthansa Group’s key airline brands, including Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, across Europe, the Middle East and Africa (EMEA), the Americas and Asia-Pacific (APAC). Omnicom Media will also oversee the group’s global performance marketing activities, managing approximately 10,000 active campaigns worldwide.

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.”

Global Coordination with Local Market Expertise

Omnicom Media’s operating model will combine global coordination and shared capabilities with local market expertise, while supporting the distinct positioning of Lufthansa Group’s individual airline brands.

The structure will operate across two levels. The global framework will focus on standardisation, specialist capabilities, harmonisation and enablement, while local teams will be responsible for brand differentiation, market-specific requirements and growth strategies.

Tanguy Cartuyvels, VP 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.”

Steffen Klotz, Senior Director Digital Commerce at Lufthansa Group, highlighted the importance of data and performance marketing in strengthening customer engagement and commercial outcomes.

He 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.”

Full-Funnel Strategy and Technology Integration

A central element of Omnicom Media’s approach will be the integration of brand and performance marketing through full-funnel, audience-led workflows.

The model will bring together strategic planning, media activation and performance optimisation through platform-based and agentic-enabled processes. These will include RADAR, an aviation-focused decision-making capability powered by Omnicom’s Omni marketing intelligence platform.

The approach is designed to connect media investments more closely with audience insights and campaign performance, while supporting coordinated marketing activities across Lufthansa Group’s airline brands and global markets.

Omnicom Media Builds on Global Account Wins

The Lufthansa Group appointment adds to a series of global and regional account wins for Omnicom Media in 2026.

In October alone, the agency secured the North America media business for The Coca-Cola Company, was named the EMEA media agency of record for retail chain Lidl, won the global assignment for coffee brand Lavazza, and secured the L’Oréal business in the DACH region.

These wins build on earlier 2026 appointments and retained accounts, including Adidas, CVS, Delta, Dyson, IBM, Novo Nordisk, Uber and Xiaomi.

With the Lufthansa Group mandate, Omnicom Media’s year-to-date billings from business won or retained through competitive pitches have exceeded $10 billion, further strengthening its position in the global media agency landscape.