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How Lufthansa’s Marketing Chief Is Taking Air Travel to New Heights

Alexander Schlaubitz on navigating the unique challenges of the airline business at Brandweek

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An advertising agency veteran who has worked for such high-profile agencies as Leo Burnett, Lufthansa marketing vice president Alexander Schlaubitz says the sheer complexity of the airline business makes it a unique marketing challenge. But, he says, working with the right partners can make all the difference.

At Adweek’s annual Brandweek summit, I sat down with Schlaubitz to get his take on the brand message of the flagship German carrier and how working with IBM Watson on AI-powered tools will help keep turbulence out of the customer experience.

Stephanie Paterik is executive editor of Adweek.