Published on: November 12, 2026
November 12, 2026 – Omnicom Media has secured a five-year global media agency-of-record mandate from Lufthansa Group, bringing its brand and performance media operations under one 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 EMEA, the Americas and 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, 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.
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