The agency won the account without a pitch, and will now roll out a number of business-to-business and business-to-consumer campaigns for the brand. It will also work on some business-to-business digital campaigns.
Wunderman's first brief will be to promote the airline's Miles and More loyalty scheme, which allows passengers to earn Air Miles on Lufthansa flights, as well as through Lufthansa credit cards and purchases made in Lufthansa shops.
The 16-year-old scheme has more than 15 million members and is shared by a number of other airlines, including Star Alliance and Swiss International Airlines.
The appointment of Wunderman will be the first time that Lufthansa has worked with a DM agency on a retained basis in the UK.
Lufthansa already works with Wunderman Frankfurt on its German business. The agency recently created a "fly without paper" direct mail campaign for the brand, which won a Direct Lion at Cannes last month.
