As a result of the appointment, Mindshare expands its relationship with the airline company to include Austrian Airlines, effective as of the start of 2020, in addition to the Lufthansa and Swiss brands it previously handled. Mindshare has handled media for the Lufthansa brand since 2000 and retained the account in a 2010 review. The GroupM agency began working with Swiss International Air Lines in 2014, after winning media responsibilities for Swiss in another media review in 2013.

Lufthansa Group spends an estimated $135 million on marketing annually, according to data consultancy COMvergence.

Lufthansa Group announced the news in a press release in German on its website. Lufthansa head of marketing Benita Struve characterized Mindshare as a partner which provides “forward-looking, integrated media and communication strategy across all media channels in the classic and digital sectors,” supported by “sophisticated data strategies,” according to a Google translation of the press release.

Mindshare directed requests for comment to the client. Lufthansa has not yet responded to requests for comment.