Largest agency pitching
In picking JWT, the low-fare airline chose the largest agency by far that pitched the account. Other contenders were incumbent The Ad Store as well as McGarryBowen, Taxi, and Amalgamated, all New York-based independents.
Media duties are going to WPP’s MediaCom, New York, these executives said. Media incumbent Wieden & Kennedy, New York, did not defend.
Spokeswoman Jenny Dervin said the airline had nothing to announce yet, as it had yet to finish notifying the agencies involved in the review. The agencies either did not return calls or referred calls to JetBlue.
The review was managed by New York consultancy Gilbert Taney Farley.
~ ~ ~
Rich Thomaselli and Lisa Sanders contributed to this report.