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.