JetBlue Marketer to Agencies: Find Me on Twitter

VP Tries to Test Digital Savvy of Shops Pitching Airline's Account

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NEW YORK (AdAge.com) -- One basic way agencies can demonstrate digital chops to a potential client? Find him or her on Twitter.

That's the lesson to be learned from JetBlue's senior VP-marketing and commercial, Marty St. George, who earlier today decided to test agencies currently vying for the airline's marketing account with this tweet: "We're pitching our advertising AOR. Curious on digital savvy ... first test is how many of the agencies will find me on Twitter."

He also appended a cheeky hashtag to the end of the tweet: "#sneaky."

Agencies and agency executives who were smart enough to find the JetBlue marketer on Twitter will likely earn some points in the pitch process. The airline is currently in the midst of a search for a new agency after splitting with WPP shop JWT late last year.

As of now, agencies following Mr. St. George, who uses the handle @martysg, include Mullen and New York-based Ludvik & Partners.

Mr. St. George, an MIT grad, has been at JetBlue since 2006, and before that spent time as a marketer at United Airlines, according to his LinkedIn page.

JetBlue's marketing strategy has relied heavily on the web and social media in the past few years. The airline has been known as a progressive marketer and made Ad Age's America's Hottest Brands list in 2009. The airline has 1.6 million followers on Twitter and also supports a separate handle for deals.

A JetBlue spokeswoman did not respond to a request for comment before press time.

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