Serviceplan Group wins two Lufthansa marketing accounts

The agency group will take responsibility for global email and CRM marketing across the airline and group, alongside the creative leadership of Lufthansa Group’s global B2B marketing.

Serviceplan Group has secured two communications mandates from Lufthansa Group and Lufthansa Airlines following an international pitch.

The assignments bring together expertise from across Serviceplan Group, including creative, strategy, consulting, data and technology. Plan.Net will lead email and CRM activities, while Serviceplan will oversee the creative direction of B2B communications for corporate customers and travel agencies.

Plan.Net leads Lufthansa email and CRM marketing

Plan.Net will manage global email and CRM marketing for Lufthansa Group for Business, as well as worldwide B2C newsletter communications for the Lufthansa brand. The work will focus on moving beyond traditional audience segments towards a Segment of One approach, using AI to create more individualised customer journeys and communications.

Serviceplan Group will draw on its CRM, data and marketing technology expertise, supported by its proprietary AI framework, which connects creative, analytical and automation processes.

Serviceplan takes creative lead for global B2B marketing

Serviceplan will lead the positioning and global B2B communications of Lufthansa Group for Business, targeting corporate customers and travel agencies. The first project under the mandate is Flight Mode: On, a campaign promoting Lufthansa Group’s onboard Wi-Fi product across multiple channels.

The two accounts will operate independently within Serviceplan Group to address their distinct requirements. The agency group will also identify opportunities to combine creative communications, dialog marketing, data and technology capabilities where they can deliver value to Lufthansa.

Serviceplan Group highlights integrated approach

Jan-Philip Jahn, CEO, Serviceplan Germany: "What makes these two accounts special is that we won them together. 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, Plan.Net Group: "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."

Lufthansa Group seeks consistent global communications

Claudia Dreismann, head of global B2B marketing strategy and standards, Lufthansa Group: "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 appointments build on a partnership dating back to 2012, when Serviceplan Group began managing Lufthansa Airlines’ global B2C email marketing and significant parts of Lufthansa Group’s B2B email marketing. The agency group also develops brand communications for Lufthansa Airlines and supports other business areas, including Translation & Decoupling and retail communications for Miles & More.

The latest wins expand Serviceplan Group’s existing responsibilities and extend its relationship with the Lufthansa businesses.

www.house-of-communication.com

www.lufthansagroup.com

Follow Marketing Report on LinkedIn