Omnicom Media has secured 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 will come into effect on January 1, 2027, and will cover the group’s major airline brands across Europe, the Middle East and Africa (EMEA), the Americas and Asia-Pacific (APAC). The win marks a significant addition to Omnicom Media’s global portfolio, with the agency set to manage media operations across multiple markets and business functions.
The mandate includes Lufthansa, SWISS, Austrian Airlines and Brussels Airlines, along with the group’s worldwide performance marketing operations. Under the agreement, Omnicom Media is expected to manage approximately 10,000 active performance campaigns globally. The partnership will combine global coordination with local market execution, bringing together standardised processes and specialist capabilities while allowing individual airline brands to retain their distinct positioning and address specific market requirements.
The operating model will focus on integrating strategic planning, media activation and performance optimisation through platform-based and agentic-enabled processes. A key component will be RADAR, an aviation-focused decision-making capability powered by Omnicom Media’s Omni marketing intelligence platform. The framework is designed to support data-led planning and decision-making while connecting media investments more closely with customer requirements and commercial outcomes.
Commenting on the appointment, Paul Remitz, CEO of Omnicom Media Germany, said the agency was proud to partner with Lufthansa Group and support some of the world’s most recognised airline brands across markets. He added that Omnicom Media would leverage its scale, technology and connected capabilities to strengthen brand-building and performance across the group’s global operations.
Tanguy Cartuyvels, VP Global Marketing at Lufthansa Group, said the company was entering a new phase of growth and needed a media model that could deliver consistency while preserving the individual identities of its airline brands. He noted that Omnicom Media’s approach, combining technology, global scale and local expertise, aligned with the requirements of the group’s brands in an increasingly AI-driven environment.
Steffen Klotz, Senior Director Digital Commerce at Lufthansa Group, highlighted the importance of connecting media investments with individual customer needs and measurable commercial outcomes. He said Omnicom Media’s data, technology and performance marketing capabilities would support the group’s move towards a more personalised, retail-led approach and help create a seamless experience across the customer journey.
The Lufthansa Group mandate adds to Omnicom Media’s recent business wins and assignments across global markets. These include the Pernod Ricard media business, secured through Initiative, as well as assignments involving The Coca-Cola Company, Lidl, Lavazza and L’Oréal in 2026. The group also works with brands such as Adidas, Delta, Dyson, IBM, Uber and Xiaomi across its global and regional portfolio. Omnicom Media said its competitive pitch wins and retentions in 2026 had crossed $10 billion in billings.
With the five-year partnership scheduled to begin in January 2027, Omnicom Media will take responsibility for coordinating Lufthansa Group’s global and local media operations. The collaboration aims to bring greater consistency to media planning and execution while supporting the individual growth strategies of the group’s airline brands across markets.