Wieden will handle planning and buying local broadcast and print in major markets, while MacDonald will handle out-of-home. Ad Store, New York, handles creative, while other shops, such as Ground Zero, New York, will work on projects.
The previous media buying agency was Havas Advertising's Arnold Worldwide, Boston.
JetBlue, with an ad budget estimated at under $15 million, in September pulled creative from Arnold.
An airline executive said the company is committed to working with agencies on a quarter-by-quarter basis as the industry tries to rebound from recent events, though the relationships could become long-term.