Five-year mandate brings brand and performance media together across all Home Markets, EMEA, the Americas and APAC, covering Lufthansa Group’s major airline brands and worldwide performance activity
November 11, 2026 – Omnicom Media has been appointed global media agency of record for Lufthansa Group, bringing brand and performance media within a single agency partnership. The decision carries a five-year mandate that begins January 1, 2027.
The appointment covers Lufthansa Group’s core airline brands, including Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, across EMEA, the Americas, and APAC. The scope also includes worldwide performance marketing, with Omnicom Media expected to manage approximately 10,000 active performance campaigns globally.
Paul Remitz, CEO of Omnicom Media Germany, says:
“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.”
Omnicom Media’s operating model will combine global coordination and shared capabilities with local market expertise and support for the distinct positioning of Lufthansa Group’s individual airline brands. It will operate across two layers: a global structure focused on standardization, specialist capabilities, harmonization and enablement, and local teams responsible for brand differentiation, market nuance, and growth strategies.
Tanguy Cartuyvels, VP Global Marketing, Lufthansa Group, says:
“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, Lufthansa Group:
“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 Omnicom Media’s approach is bringing brand and performance together through full-funnel, audience-led workflows. The model will combine strategic planning, media activation, and performance optimization through platform-based and agentic-enabled processes – including RADAR, a bespoke aviation-focused decision-making capability powered by Omnicom’s Omni marketing intelligence platform.
The Lufthansa Group appointment adds to a streak of global and regional wins for Omnicom Media in 2026, which in October alone won the North America media business for The Coca-Cola Company; was named the EMEA media AOR for Europe’s biggest single advertiser, the Lidl retail chain; landed the global assignment for Lavazza coffee; and was awarded the L’oreal business in the DACH region. Adding this 30-day sprint to a 2026-win record that already included Adidas, CVS, Delta, Dyson, IBM, Novo Nordisk, Uber, and Xiaomi brings Omnicom Media’s YTD total to more than $10 billion in billings won or retained through competitive pitches.