Observed Signal · Nov 12, 2026 · Partnership · Source: Horizont · Impact: 3/5 · Sentiment: Positive
Serviceplan wins Lufthansa CRM and Email Account
Serviceplan Group has been officially confirmed as the winner of the Lufthansa Group's email and CRM marketing pitch, a decision that was already reported by Horizont in June. The agency also announced an additional mandate win with the airline. The Dialogmarketing, newly regulated by this mandate, will be handled by a Serviceplan subsidiary. This follows the recent award of Lufthansa's global media account to Serviceplan, further consolidating the airline's marketing partnerships with the agency group.
This confirms a significant account win for Serviceplan and consolidates the agency's relationship with a major airline, impacting the German agency landscape and highlighting the growing importance of CRM and email marketing.
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Key Takeaways & Evidence Grounding
- Serviceplan Group confirmed as winner of Lufthansa's email and CRM marketing pitch.
- The result was previously reported by Horizont in June.
- Serviceplan also announced an additional mandate win with Lufthansa.
- The Dialogmarketing will be handled by a Serviceplan subsidiary.
- It follows the awarding of Lufthansa's global media account to Serviceplan.
Connected Companies & Entities
“The Lufthansa Group is expanding its collaboration with the Serviceplan Group, having awarded them the email and CRM marketing mandate and a...”
“Serviceplan Group confirmed the win of Lufthansa's CRM and email mandate and announced an additional mandate from the airline.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Lufthansa Group Appoints Omnicom as Global Media Partner
The Lufthansa Group has selected Omnicom Media as its new global media partner, replacing WPP's Mindshare after 26 years. The five-year mandate, starting January 1, 2027, covers branding to performance campaigns for Lufthansa, Swiss, Austrian Airlines, and Brussels Airlines across EMEA, the Americas, and APAC. The appointment was made without a pitch, according to Omnicom's press release. Paul Remitz, CEO of Omnicom Media in Germany, expressed pride in supporting these airline brands. Tanguy Cartuyvels, VP Global Marketing at Lufthansa Group, cited a need for a media model balancing consistency and efficiency while preserving brand autonomy in an AI-driven era. Omnicom Media anticipates around 10,000 performance campaigns. This win adds to Omnicom's 2026 success, including Coca-Cola, Lidl, Lavazza, and L'Oréal, bringing total billings won or defended to over $10 billion.
Serviceplan Wins Porsche Marketing Pitch
Porsche has awarded its newly tendered marketing mandate to the agency group Serviceplan. According to HORIZONT, the Stuttgart automaker is consolidating its marketing budget with Serviceplan, which secured the entire package. Incumbent agencies including Grabarz & Partner and UDG lost out in the pitch. The Volkswagen subsidiary (Porsche) confirmed the account award on request. The article was published by HORIZONT on 2026-08-05.
Serviceplan creates Benu flu vaccination campaign
The Swiss pharmacy chain Benu, operated by Phoenix Pharma Switzerland, has launched a new campaign for its flu vaccination service. The campaign, created by the Zurich agency Serviceplan, depicts the flu as an uninvited guest disrupting winter activities such as snowball fights, ski days, and family gatherings. The campaign runs across digital, print, DOOH, radio, and in-pharmacy measures. Vaccinations have been available at Benu pharmacies since October 1st. This is the second campaign Serviceplan has produced for the client, following a pitch win. The agency credits include Chief Creative Officer Raul Serrat and other team members.
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