Making Waves

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Lufthansa (1994 – 1995)

My first post as a VP within Lufthansa at Head Office, tasked with strengthening their global brand presence, came only 12 months after I joined the airline and I had to move from New York back to Europe.



What were the challenges

  • Raise worldwide awareness and improve the image of Lufthansa
  • Develop the brand without sacrificing its well-established recognisability

The approach we took

  • Developed a new global advertising strategy together with Young & Rubicam Germany
  • Focused on the – easier to implement – customer experience pre-flight (lounge offering)
  • Resources: 75 staff, € 125 m budget

The results we achieved

  • Introduction of new advertising campaign
  • Relaunch of lounge concept across all airports served by the airline

1994 - 1995


Head Office, Frankfurt

VP Brand Management & Communication