After a lengthy review that began in December 2009, JetBlue has finally appointed Mullen as both its creative and media AOR, replacing JWT and fellow WPP unit MediaCom, respectively, who had partnered with the airline for four years. The Boston-based, IPG-owned Mullen was chosen from a list of five finalists that also included Hill Holiday, Goodby, Tribal DDB and Grey New York.
In a statement, JetBlue’s SVP of marketing and commercial strategy Marty St. George explains the company’s decision, saying, “Not only does Mullen have a strong record of success supporting brands such as Zappos and Panera Bread, they are an outstanding cultural fit for JetBlue. We are particularly impressed by their retail focus and their strong track record at creating truly integrated marketing platforms. We believe they will deliver a unique and fresh perspective that will enhance the vitality of our brand.”
As JetBlue’s new AOR, Mullen will be responsible for TV, print, outdoor, digital, radio, social and non-traditional campaigns for the brand.
Via AdAge