Lufthansa on why having one agency model ‘doesn’t work’

Lufthansa believes having flexible, but long-term, agency relationships is key to having the most effective and creative marketing.
Speaking to Marketing Week, Alexander Schlaubitz, Lufthansa’s vice president of marketing, says the success of Lufthansa’s recent ‘Say Yes to the World’ campaign, which launched in February, was only possible because of the long-term relationships the airline fostered with its agencies, based on trust, openness and understanding ea