Bigwigs - Making Jetting newsworthy

JetBlue, the low-cost U.S. airline, had been hit by a spate of bad publicity in 2007.

Bigwigs – Making Jetting newsworthy

JWT, New York


Planning isn't always about unearthing a deep consumer or brand truth. Once in a while — if you're lucky — planning is about recognizing and seizing upon a moment in popular culture when your brand is perfectly poised as the answer. It helps when the client shares your enthusiasm about the opportunity, but of course they have to see work that inspires them to act. Planning can shape the content and tone of the message and the medium in which it appears, but ultimately planning must give the...

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