JETBLUE AIRWAYS TAPS WIEDEN & KENNEDY

MacDonald Media Gets Part of Account

By Published on .

NEW YORK (AdAge.com) -- Low-fare airline JetBlue Airways has given Wieden & Kennedy's New York office and MacDonald Media, also New York, media projects for the fourth quarter, with estimated billings in the $1 million to $2 million range.

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.

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