Lufthansa appoints new digital agency of record

The Lufthansa Group (LHG) has picked DEPT as its new digital agency of record following a competitive EMEA-wide pitch.

The airline group wanted a partner to integrate seamlessly with its digital unit, the Digital Hangar, to strengthen an end-to-end digital travel experience.

DEPT will leverage its 50/50 focus on tech and marketing services to deliver solutions in brand & media, customer experience, and technology & data. A team of AI-native specialist across marketing and tech from the agency will focus on streamlining and automating internal processes to deliver more efficient and personalised solutions for customers. In addition, the scope also includes digital content creation, localization, and distribution for owned and earned channels.

“Lufthansa Group is one of those ambitious brands and we can’t wait to go on this journey. The Lufthansa Group brief hits our sweet spot, uniquely marrying tech and marketing to unlock innovation for the airline group”, said Andrew Dimitriou, global chief client & growth officer,
DEPT.

Set to kick off in early 2025, the scope of the relationship encompasses many of the Lufthansa Group airline brands (Austrian Airlines, Brussels Airlines, Discover Airlines, Lufthansa, and SWISS) across several key markets in EMEA.