Serviceplan Group Secures Lufthansa Group and Lufthansa Airlines Accounts

Serviceplan Group has secured two key communications mandates: end-to-end responsibility for email and CRM marketing for Lufthansa Airlines and Lufthansa Group’s global B2B marketing, as well as the creative lead for Lufthansa Group’s global B2B marketing.

Munich, November 12, 2026 – Lufthansa Group and Lufthansa Airlines have selected Serviceplan Group for their B2B and B2C communications. In an international pitch process, the agency group prevailed with an integrated team of creative, strategy, consulting, data and technology experts, winning both accounts.

Plan.Net will further develop dialog marketing across the board, including end-to-end management of global email and CRM marketing for Lufthansa Group for Business and worldwide B2C newsletter communications for the Lufthansa brand. The focus is on moving from traditional target group thinking toward a “Segment of One” approach: Instead of static segments, AI-powered, individualized customer journeys and communication flows are created. This approach is supported by Serviceplan Group’s CRM, data and MarTech expertise, as well as its proprietary AI framework, which connects creative, analytical and automation processes.

As creative lead, Serviceplan will take responsibility for positioning and strengthening Lufthansa Group for Business. In this role, the agency will manage Lufthansa Group’s global B2B communications for corporate customers and travel agencies. The first joint project has already been launched: “Flight Mode: On,” a campaign for the newly introduced Lufthansa Group Wi-Fi product that highlights the new onboard connectivity and is being rolled out across multiple channels.

Within Serviceplan Group, both accounts will be managed independently according to their different requirements. At the same time, the collaboration under one roof creates opportunities to bring together creative communications, dialog marketing, and data and technology expertise wherever this generates tangible added value. This allows insights, content and communication approaches to be leveraged more effectively across disciplines while keeping the specific requirements of each assignment in focus.

“What makes these two accounts special is that we won them together,” says Jan-Philip Jahn, CEO of Serviceplan Germany. “We entered the pitch as an integrated team and demonstrated how creative leadership, CRM, data expertise and technology can be meaningfully combined. The fact that Lufthansa Group’s global marketing has brought both assignments together under one partner is a strong endorsement of our integrated approach within the agency group.”

Christian Schmitz, CEO of Plan.Net Group, adds: “Both scopes have different requirements. At the same time, synergies arise wherever they create real added value for the client. This combination of specialization and integration was a central part of our approach and will also shape our collaboration.”

Claudia Dreismann, Head of Global B2B Marketing Strategy & Standards at Lufthansa Group, says: “For Lufthansa Group, it is becoming increasingly important to communicate consistently with corporate customers, business partners and travel agencies across markets and airlines, while continuing to increase relevance for different target groups. By combining creative leadership with data-driven dialog marketing, we are further developing communications that can be applied globally while responding more closely to individual needs.”

The partnership builds on a longstanding collaboration. Serviceplan Group has managed Lufthansa Airlines’ global B2C email marketing account and large parts of Lufthansa Group’s B2B email marketing since 2012. In addition, Serviceplan Group develops brand communications for Lufthansa Airlines and is responsible for other business areas, including Translation & Decoupling and retail communications for Miles & More. With its latest pitch success, Serviceplan Group is expanding its existing mandate and further strengthening the longstanding partnership.