Lufthansa media account goes to Omnicom. Serviceplan wins two more global briefs

The Lufthansa media account will move to Omnicom Media on 1 January 2027, ending 26 years with WPP’s Mindshare. Trade titles Brand News and Marketing-Interactive reported the five-year deal on 11 and 12 November. On 12 November, Serviceplan Group also said it had won two more global Lufthansa accounts in separate pitches.

Omnicom Media will run about 10,000 Lufthansa campaigns

The deal covers Lufthansa, SWISS, Austrian Airlines and Brussels Airlines. Omnicom Media will handle media planning, brand campaigns and ads that sell tickets. It covers Europe, the Middle East and Africa, the Americas and Asia. According to the trade reports, the airlines run about 10,000 active online sales campaigns. The contract runs to the end of 2031.

Lufthansa chose the agency after a pitch and did not name the other bidders. COMvergence, which tracks agency billings, puts Lufthansa’s 2025 paid media spend at about $154m. That is an estimate of spend, not the value of the contract.

Omnicom adds Lufthansa to its Lidl and Coca-Cola wins

It is another large account for Omnicom Media this year. In October it took most of Lidl’s European media account. Before that it won Coca-Cola’s North American media. The group’s media business is also growing faster than its creative side, as its third-quarter results showed.

Serviceplan’s Plan.Net takes Lufthansa email and CRM

Serviceplan said its Plan.Net unit will run global email and CRM for Lufthansa Group’s business customers. It will also send the newsletters for Lufthansa Airlines’ private customers. The agency plans to use AI to move from fixed audience segments to more personal content and automated email flows. Horizont first reported the CRM result in June, and the statement confirmed it.

Serviceplan also takes the creative lead on Lufthansa Group’s global messages to companies and travel agents. The first campaign, “Flight Mode: On”, promotes the new Lufthansa Group Wi-Fi and has already started. Serviceplan has worked with Lufthansa since 2012.

WPP loses a 26-year client as Omnicom and Serviceplan split the work

Omnicom Media gets the media budget from January, and Serviceplan widens a relationship that began in 2012. WPP loses the most. Mindshare held the account for 26 years, and none of the reports say whether any WPP agency keeps Lufthansa work in single markets.