JetBlue Airways has awarded creative and media duties on its ad account to Mullen after a review, the airline has confirmed.
Four other agencies competed for the business, according to JetBlue, which did not name them. Several weeks ago, client executives narrowed the field to Omnicom Group's Goodby, Silverstein & Partners in San Francisco and Interpublic Group's Mullen in Boston before selecting Mullen, sources said.
Major media spending on the brand totaled $9 million last year, down from $20 million in 2008, according to Nielsen. Those figures don't include online spending.
Marty St. George, svp of marketing and commercial strategy for JetBlue, described Mullen as an "outstanding cultural fit" for the airline.
"We are particularly impressed by their retail focus and their strong track record at creating truly integrated marketing platforms," St. George said, in a statement. "We believe they will deliver a unique and fresh perspective that will enhance the vitality of the brand."
The initial request for information in the review indicated that the carrier was seeking "everything from selling flights to driving awareness and stealing share in key markets to launching new products and services to building the success of existing ones."
The winner succeeds the New York offices of WPP Group units JWT and MediaCom, which previously handled creative and media duties, respectively. Those relationships dated back to 2005.