Lufthansa has moved its &£20m global advertising account into McCann-Erickson Worldwide. The agency will now develop an advertising campaign to target key international markets including the US, UK and France.
At the same time, MindShare has picked up the media planning and buying business, previously held by The Media Edge. The airline called the review in February. The incumbent, Springer & Jacoby International in London declined to repitch for the business.
The other incumbent, Young & Rubicam Frankfurt – which adapted Springer & Jacoby work for global markets – was one of the six agencies involved in the pitch process.
Ogilvy & Mather, Wieden & Kennedy in London, Grey Advertising, and Dusseldorf-based agency Rempen also pitched. The shortlist was later knocked down to two agencies: McCann-Erickson and Wieden & Kennedy.
Last month Y&R’s US division launched a TV advertising campaign for the Star Alliance, the airline alliance led by Lufthansa and United Airlines. The campaign has so far only appeared on US TV channels. The campaign portrays the alliance as a growing network with a seamless service.