Lufthansa has reassigned its creative budget. Serviceplan, House of Communication Munich, won the tender and will be responsible for the worldwide marketing communication of the Lufthansa brand. Lufthansa had previously worked with Accenture Song (formerly Kolle Rebbe).

Carsten Hoffmann, VP Brand Experience, explains: "While we are very much looking forward to all that lies ahead, we also want to say thank you for the 12 years of cooperation with Accenture Song. Thank you for a good partnership at eye level, for the numerous projects implemented together and the "side by side" during the most difficult phase of our company's history. The agency had created, among others, the successful campaign platforms such as "Nonstop You" or "Say Yes to the World".

Adds Michelle Mynhardt, Head of Marketing Communication:

"Lufthansa is one of Germany's strongest brands with global appeal. I'm looking forward to working with Serviceplan, House of Communication, to redesign the marketing communications.  The Serviceplan team proved in the pitch that they understood the Lufthansa brand, the design possibilities and our needs. I am convinced that we have found the right partner for the creative design of Lufthansa's marketing future"

Florian Haller, CEO of the Serviceplan Group, is delighted:

"The fact that we were able to convince Lufthansa with our integrated House of Communication concept makes me incredibly proud. As an internationally positioned team, we are already looking forward to further developing the communication of the iconic Best Brand Lufthansa on a global scale".

The collaboration with Serviceplan, House of Communication, will begin in January 2024 and is initially scheduled to run for five years.