$90 Mil. Six Flags to Doner

DALLAS Doner has won the $90 million ad account of amusement park company Six Flags, the client has confirmed.

The independent shop in Southfield, Mich., beat out indie incumbent Ackerman McQueen in Oklahoma City, Publicis Groupe’s Fallon in Minneapolis and Interpublic Group’s Deutsch/LA in Marina del Rey, Calif.

“Doner provided keen insights on marketing our brand and exciting creative concepts to effectively reach our customers and keep them coming back for more,” said Hank Salemi, senior vice president of marketing at Six Flags, in a statement.

Doner will handle both creative and media duties for the client. Fallon had teamed with Publicis Groupe’s MediaVest in New York. Deutsch would have handled media in-house if it had won the business.

Although nine-year incumbent Ackerman previously subcontracted media duties to IPG’s Initiative Partners in Los Angeles, it pitched with Publicis’ Zenith Media in New York.

Six Flags has been Ackerman’s largest client, representing more than a third of its approximately $250 million in billings and an estimated 6 percent of its annual revenue. Its loss is a major blow to the 192-person agency, which maintains offices in Brussels and London to serve Six Flags and another large client, educational toy maker Leap Frog.

Shop chief executive Angus McQueen would not disclose financial information about the account but said the 64-year-old Oklahoma City agency remains in good fiscal shape. “Our company has a long and successful history of gaining business and like all agencies losing business,” he said. “There’s nothing about the Six Flags departure that even whispers anything about [the agency] closing.”

The four finalists presented an assignment at the client’s Oklahoma City headquarters last week. Roth Associates of New York oversaw the review.

The agencies, client and consultant either could not be reached or declined comment.

This story updates an item posted on Aug. 26.