Lufthansa moves creative business out of McCann Erickson
Lufthansa , the world's fourth-largest airline, is moving its advertising business from McCann Erickson in Berlin to German shop Kolle Rebbe in Hamburg.
Lufthansa flies to new agency
McCann fought in vain to keep the business, worth an estimated $12 million annually. Others in the pitch included BBDO, Scholz & Friends, and Serviceplan Group.
The contract for the creative business runs three years. The first campaign from the new agency is expected in March.
Lufthansa's review did not include media planning and buying, which remains at Mindshare, or direct marketing, which is handled by Wunderman. Globally, Lufthansa spends $80 million a year on media globally. Lufthansa has good visibility as a business travel airline and wants to extend this to the private sector.
It will be the first airline in the world to take delivery of the new Boeing 747-8 Intercontinental at the start of next year.