WPP's Mindshare has retained global media responsibilities for Lufthansa, prevailing against Aegis Media's Carat and Interpublic's Universal McCann units in an international review.
Lufthansa spends an estimated $100 million annually on ads worldwide. Its U.S. measured media outlay has been modest in recent years, totaling $12 million in 2009, according to Nielsen. That figure excludes digital spending.
The airline's creative business is handled by IPG's McCann Erickson and has not been affected by the review.
The GroupM media services agency, which manages the airline account from its Frankfurt, Germany, office near the airline's headquarters, has worked with Lufthansa for the last decade and handles the carrier in about 40 countries, with key regions in Europe, Asia and North America.
"We are very pleased that we were able to defend Lufthansa—a challenging client that on one hand demands innovative approaches but on the other also has high standards regarding strategies, tools and quality of implementation," Christof Baron, CEO of Mindshare Germany, said in a statement.