Update: JetBlue followed up with a statement today, after publication of this story yesterday, clarifying that it has not finalized the review process.
JetBlue is touching down with a new creative agency – and former partner MullenLowe is ready to fly.
After embarking on a creative review led by Burnett Collective, JetBlue has appointed adam&eveDDB as its creative agency of record, according to a source with knowledge of the account, who added that Mediahub (previously MullenLowe Mediahub) retained media responsibilities for JetBlue. DDB declined to comment. MullenLowe deferred to the client for comment. Burnett Collective has yet to respond to requests for comment. JetBlue clarified in a statement following publication that it has not yet completed its official review process, so while it appears the brand has selected adam&eveDDB as its new creative partner the decision has not yet been cleared for take off.
In a statement, a JetBlue spokesperson said the company is still working through its RFP process.
“This is the right time for us to take a fresh look at our agency roster. The needs of our customers have been reset by the pandemic, and we have an opportunity to evolve our brand story to reflect what customers expect from a travel provider. Additionally, JetBlue is set up to emerge from the pandemic stronger than we entered it, with a transformed fleet, growing network, a refreshed onboard experience, and flights to London,” the spokesperson added. “Our RFP process is helping identify a strategic partner to ensure our marketing and advertising supports our recovery coming out of the crisis, and helps us tell the JetBlue story creatively and efficiently as travel rebounds.”
The appointment ends an 11-year relationship with MullenLowe. Although the agency declined to comment on this aspect of the news, AgencySpy obtained an internal memo from MullenLowe Group CEO Alex Leikikh addressing the conclusion of the agency’s long journey with the airline. In the memo, he refers to the agency and client as working “closely, you might even say interchangably” over the course of the relationship. He noted that the resulting work deliver “on average 8-10x return on media investment” and led to “one or more Effie Awards for marketing effectiveness in nearly every year of our relationship,” before concluding that “MullenLowe U.S. is ready to fly.”
Here’s the memo in full:
MullenLowe U.S. and JetBlue have worked closely, you might even say interchangeably, for 11 years and in that time brought humanity back to air travel, engaged customers, and empowered crewmembers. Our values were JetBlue’s values and we all lived up to the humanity benchmark.
This was no garden variety client-agency relationship.
Our relationship produced ideas that defy math, delivering on average 8-10x return on media investment. Together, MullenLowe U.S. helped JetBlue outpace the industry in just about every conceivable airline sector performance metric. Together we won the coveted Gold Sustained Success Effie which celebrates consistent marketing-driven effectiveness over a period of five years. In fact, together we won one or more Effie Awards for marketing effectiveness in nearly every year of our relationship. Unheard of. Beyond Effies, we’ve won just about every creative award around the world with and for JetBlue.
These are the metrics and standards against which JetBlue’s new creative partner will be measured.
In the meantime, MullenLowe U.S. is ready to fly.