Advertising Agency DDB & Lufthansa: Concepts for Dialogue-Marketing-Measures

  • Supervisor

    Prof. Dr. Christian Rudeloff

  • Partner


  • Website

  • Course

    Media and Communication Management

Advertising Agency DDB & Lufthansa: Concepts for Dialogue-Marketing-Measures
What motivates a passenger? What kind of additional services are important to the customer? Does a sustainable corporate culture show a positive impact onto customer retention?

These questions laid the foundation for the cooperation between Macromedia University and the advertising agency DDB, together with their customer Lufthansa. Conducted by Prof. Dr. Christian Rudeloff Master students had one semester to develop ideas for so called ancillary services in the framework of the practice cooperation. As Lufthansa acts in accordance to the principles of `Human Centricity´, an important part of the task was to put the passenger in the center of the communication measures.   

On the basis of a detailed briefing, socio-scientific research and market research, the students managed to design customer offers and marketing messages, following the topics of marketing cooperation, eco-friendly flights and artificial intelligence.

The experts from DDB were very impressed by the final pitch presentation of the project. The award winning agency felt the ideas were very divers and well thought out.

The agency is part of DDB Worldwide and therefore belongs to the Omnicom Group Inc., which is the second biggest advertising group. 


Discover the master programmes of the Macromedia University. Entry with 180 and 210 ECTS possible. Not consecutive.

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Advertising Agency DDB & Lufthansa: Concepts for Dialogue-Marketing-Measures
Please don't hesitate to get in touch with us:
  • Phone numbers:
  • Munich +49 89 544151-0
  • Stuttgart +49 711 280738-0
  • Cologne +49 221 31082-0
  • Hamburg +49 40 3003089-0
  • Berlin +49 30 2021512-0

    Every Tuesday and Thursday, we organise a webinar for interested applicants. Sign up to join the next session.