McCann won the Lufthansa account in 2000. The Interpublic Group agency's Berlin office led the account, focusing on business travelers.
The review didn't affect the hold of WPP's Mindshare on Lufthansa's media-planning and -buying business.
Lufthansa appointed Kolle Rebbe, based in Hamburg, Germany, its lead global agency for traditional advertising on a three-year contract, the airline said in a statement. The agency pitched against incumbent McCann and other agencies believed to include BBDO, Scholz & Friends, BBDO's Proximity and German-based international group Serviceplan.
Kolle Rebbe is part of TheNetworkOne, an independent ad network that says it has member agencies in 65 countries but doesn't publish a member list.
The new agency, which will take over the Lufthansa business in March, is already working on a campaign to break in the spring. Kolle Rebbe has been given a difficult brief -- to maintain Lufthansa's reputation with business fliers while boosting its appeal to nonbusiness customers.