Valtech | Agency Profile, Contacts, AOR, Client Relationships

• Bhat isn't located within the US but will still impact Lufthansa's global strategy.
• He had spearheaded marketing and sales since 2021.
• The company will reportedly select a new executive, presumably a chief commercial officer, soon.
• The company will likely:
  • Need additional marketing support
  • Shift strategy
  • Continue increasing spend
  • Seek new agency partners, especially when a replacement is found
• Target demographic: 
  • Travelers with a wide target demographic ranging from Gen-Z through Gen-X

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, Lufthansa has allocated roughly $542.7k toward digital ads, up 3% from the roughly $525.6k allocated by this point last year.
  • YTD data: The company has earned about 60.6m digital impressions YTD via Facebook (65%), desktop display (22%), Instagram (7%), YouTube (3%), and mobile display (3%) ads.
    • ​​​​​​​​​​​​​​Lufthansa has placed most of this year's desktop display ads site direct onto destinations such as wired.com (17%), arstechnica.com, glamour.com, newyorker.com, and allure.com.
  • Last year: The company's approximate full-year 2022 spend more than tripled to $3.7m from that of $1.2m in 2021.
• Additional channel insights  
  • The company utilizes OOH, digital, print (newspapers), and Google Ads.

Additional agency insights: