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Advertising & Society Review
Volume 10, Issue 1

JetBlue Roundtable

Linda Scott: We’re here today with the two presidents of JWT North America, Rosemarie Ryan and Ty Montague. I have asked them to meet to discuss their creative philosophy and practices, with particular emphasis on the JetBlue business and the influence of new media, as well as the arts. I usually begin roundtables by asking everyone to introduce themselves and to give not only their role in the organization, but to tell a bit about their relationship to the topic at hand, in this case the JetBlue account.

Rosemarie Ryan: I’m Rosemarie Ryan, President of JWT North America. Ty and I pitched the JetBlue business almost two and a half years ago. It was really one of the first accounts we pitched together as a team, so it’s a very important and prestigious piece of business for us.

Ty Montague: I agree with that. I’m Ty Montague, Co-President and Chief Creative Officer at JWT North America.

Kristina Lenz: I’m Kristina Lenz, Business Director on JetBlue. I have worked on the business since the JetBlue account came in the door, which will be three years in January.

LS: Maybe we should start by talking about the origins of the concept?

TM: Sure. I’ll say a little bit about JetBlue first. They are a company with a mission to bring humanity back to air travel. Long before they had come into contact with us, they had built a brand based on an experience, really creating an experience on the airplanes and with the people that you interacted with throughout the system that was just better.

The brand had been built without a lot of advertising. Word-of-mouth about the experience was the real driver; it’s why JetBlue got famous, they got tons of press and there was a whole lot of excitement about the brand.

RR: There were several books and many articles written about it. All full of quotes about how the founder hated advertising.

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