JetBlue Airways Tapped Muller as Creative and Media Advertising Agency

JetBlue Airways has tapped Boston-based Mullen as its new creative and media advertising agency after a five-month-long review. The Interpublic Group of Cos.' shop replaces WPP's JWT, which handled creative duties for the budget airline since 2005, and JetBlue's media agency, JWT sibling Mediacom.

Forest Hills, N.Y.-based JetBlue and JWT split last November despite a four-year run marked by JetBlue doubling its presence to 60 markets and earning a dedicated terminal at New York's JFK airport. The airline embarked on a pitch process one month later, and according to several industry executives close to the pitch, the five finalists competing for the account were: Mullen and Interpublic sibling Hill Holliday; Omnicom Group agencies Goodby Silverstein & Partners and Tribal DDB; and WPP's Grey, New York.

At Mullen, the pitch was led by Alex Leikikh, managing partner-director of account service, and creative chief Mark Wenneker. The JetBlue business will be run by a creative team Mullen hired from Boston-based Monderista in January, Tim Vaccarino and Dave Weist, and on the media side by John Moore, Mullen's director of media services, and Julie Coulton, Mullen's director of digital media.

"Digital is a big component" of the forthcoming campaign, said Mr. Leikikh; other channels that will be used as part of the marketing effort are still being determined. JetBlue and Mullen are holding meetings this week to decide when a new advertising effort will begin rolling out.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media. Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media. 


Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico’s Marta Gerdes: “The Key to Marketing is Staying True to the Brand’s Essence While Keeping the Consumer at the Forefront”

Tampico has updated its branding for the first time in about 25 years. A new, refreshed image will help Tampico reach its consecrated consumers, as well as the new generations.


JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term 'Shopper Marketing' has been around for some time, but there's still not as much attention focused on "shoppers" as there is on "consumers", which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney's Ana Lucía Soto, MillerCoors' Turiya Luzadder, Wilson's Ángel Carmona, and Oath's Maya Abinakad and Denise Brien.