Lufthansa invites tenders for pooled £20m global business

German airline Lufthansa is consolidating its £20m global account into one agency.

Incumbents Springer & Jacoby International in London, and Young & Rubicam (Y&R), Frankfurt, are both pitching for the account, alongside unnamed international agencies.

Springer & Jacoby is Lufthansa’s lead agency and Y&R adapts its advertising for markets across the world.

The pitch has been called because Lufthansa is focusing its advertising almost exclusively on seven key markets and needs one agency instead of two.

The key markets include the UK, Germany, Italy, Spain and France.

A Lufthansa spokeswoman says the exact details of the new account have yet to be finalised, but the incumbent agencies, if unsuccessful, will continue to work with the company on smaller projects.

She declines to give a figure for the value of the account.

The review will not include Lufthansa’s media or direct marketing accounts, held by Y&R’s media arm The Media Edge and Scholz & Friends Hamburg respectively.

Springer & Jacoby created a series of ads using Sophia Loren and football star Pele last year to promote Lufthansa’s revamped First Class service. These used the strapline: “Just be yourself again”.

Lufthansa is a founding member of the Star Alliance, which also includes United Airlines, SAS, British Midland and Singapore Airlines.

It recently bought a 20 per cent stake in British Midland from SAS.

Latest from Marketing Week

Marketoonist on being agile

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here