Accounts

Exclusive: Following a Rebrand, Indie Creative Agency This January Wins Lufthansa's American AOR

Its goal? Broaden U.S. consumers' awareness of the global airline

The Lufthansa and This January logos sit side-by-side on a solid background. — Creative founders Maggie Winters and Zach Goodwin tackled their rebrand strategy in the same way they would for a client. Lufthansa, This January

By Olivia Morley

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Lufthansa Group, the global airline headquartered in Cologne, Germany, has awarded its North America creative business to Washington, D.C.-based indie agency This January. The agency will focus on strengthening the brand’s salience with U.S. and Canadian audiences.

The brand and agency declined to reveal the incumbent agency, or the other agencies it invited to the internally led pitch. However, Lufthansa also works with DDB Tribal Hamburg, based in Germany, on a retained basis. DDB confirmed it did not take part in a pitch and continues its work with the brand abroad.

Lufthansa

Olivia Morley

Olivia is Adweek's senior reporter specializing in media agencies.

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