• Ad Age, Tuesday, July 6, 2010 10:34 AM

Rupal Parekh chats with Marty St. George, prolific tweeter (@martys) and senior vp-marketing and commercial at JetBlue, about the airline's new agency and its plans to capture customers as larger airlines consolidate around it. St. George says that he initially didn't expect Mullen to win the account but that they gave a great pitch and the cultures of the two companies -- a "street-fighter mentality" -- were simpatico.

"What was great about Mullen is, as we sat through the pitch process, you couldn't really tell in the room who was creative, who was media, who was planning -- everyone in the agency was equally adept about talking about all disciplines," St. George says.

As far as consolidation among the big boys goes, well, that's good news for a brand forged on differentiators such as XM Radio, leather, and the most legroom of any airline. "These are attributes our competitors don't talk about and one thing we are not is a commoditized brand," he says. St. George also indicates that JetBlue will more aggressively pursue business travelers.

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