JetBlue Goes Into Play

NEW YORK JetBlue has placed its estimated $25 million creative and media account in review.

New York consultancy Gilbert Taney Farley has confirmed that it is handling the search for JetBlue.

Independent agency Wieden + Kennedy in New York has handled media planning and buying on the account since October 2001. The Ad Store in New York has handled creative duties for the past four years.

Executives at the agencies were unavailable for comment, and client officials did not return calls.

Wieden is not defending the media portion of the business, sources said.

Established in 2000, JetBlue maintains headquarters in Forest Hills, N.Y.

JetBlue has steadily increased its media spending over the last few years. According to TNS Media Intelligence, the low-cost airline spent $15 million in U.S. media in 2001, $20 million in both 2002 and 2003, and about $25 million last year. From January through June of this year, it spent $15 million.

JetBlue has worked in the past with Omnicom Group’s Merkley + Partners and Havas’ Arnold.

This story updates an earlier item with the news that Gilbert Taney Farley is overseeing the search.