Mother has been appointed as the global creative agency of record for Lufthansa Group.

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Mother has been appointed as the global creative agency of record for Lufthansa Group. The partnership will see Mother develop a unifying brand platform that connects the Group’s diverse airline portfolio, including Lufthansa, SWISS, Austrian Airlines, Brussels Airlines, ITA Airways, Eurowings, Air Dolomiti, Edelweiss Air and Discover Airlines, as well as its loyalty and service brands such as Miles & More, Lufthansa Technik, Lufthansa Aviation Training, and Lufthansa Cargo.

Mother is tasked with developing a brand platform that makes Lufthansa Group more than a group of airlines. The collaboration aims to create a shared narrative that celebrates both the individuality of each airline and the collective strength of the Group.

Alexander Nowak, creative partner and CCO of Mother Berlin, said, "To be chosen by Lufthansa Group, the airline group that shaped so many of our own first flights and family holidays — is incredibly humbling. This is a deeply meaningful brief, and one that goes far beyond advertising. We’re honoured to help shape the future narrative of this aviation group, and to elevate the spirit of travel in a way that resonates on a human level.”

Olivier Krüger, chief marketing officer at Lufthansa Group, added, “As we move from a group of airlines to one strong airline group, our ambition is to create a shared brand platform that unites our collective strength while keeping the unique spirit of each airline alive. With Mother, we’ve found a partner who can help us bring this vision to life.”

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