JetBlue has picked New York independent Rokkan to be its lead digital agency, according to a statement from the companies. The airline is switching digital after six years with Brooklyn-based Huge .
JetBlue was one of the shop's first marquee clients and came on when the agency was just 15 people in 2005. Since, No. 4 holding company Interpublic Group of Cos. took a majority stake in Huge and the agency is now close to 400 employees.
Rokkan, on the other hand, is relatively smaller shop, counts 50 employees and is similarly known for building e-commerce sites. It won the JetBlue business after a competitive pitch.
New York-based airline JetBlue spent $17.6 million in U.S. measured media last year with $6.4 million going to internet display advertising, according to Kantar Media.
"This was a mutual, amicable decision [to part ways] and we're proud of the work we did for JetBlue; it helped JetBlue completely change e-commerce for the airline industry," said a Huge spokesman in a statement.
Rokkan will work alongside JetBlue's creative and media agency of record, Mullen. Rokkan used to work with competitor Virgin America and also counts travel brands Atlantis and Starwood Hotels clients.