Premier Consolidates

Premier Parks of Oklahoma City will shift advertising for its newly acquired Six Flags Theme Parks properties to hometown roster agency Ackerman McQueen and two offices of Western International Media, the client said last week.
The business, which was projected at $40-45 million while at incumbent Grey Advertising in New York, will be consolidated with the estimated $30 million account involving Premier’s 13 other theme and water parks at Ackerman McQueen (AM). Grey, hired last fall by former Six Flags owners Time Warner and Boston Ventures, will continue its work through December 1998.
Grey developed Six Flags national and regional image work taglined “You in or you out?” Grey and the client termed the separation mutual.
“Because Ackerman McQueen has grown up with Premier, knows our operating systems and is based in our headquarters town, it makes good business sense to consolidate the advertising assignment with them,” said Premier chief executive officer Kieran Burke in a statement.
“Everybody at our agency is obviously pleased,” said AM chairman and president Angus McQueen. He declined further comment.
Ackerman McQueen and Western International Media offices in Dallas and San Francisco currently handle Premier’s account. AM handles creative, account planning and media buying for print and some spot TV placements. Western, brought in by AM as a media partner, is responsible for a majority of TV spot buying.
The publicly traded Premier embarked on an aggressive growth plan in 1995 that has seen it expand operational control to 31 parks worldwide (including six in Europe). That makes it the second-largest amusement center operator next to Walt Disney Co.
Premier’s $1.9 billion purchase of Six Flags closed on April 1. According to Hoovers Online, Premier will be changing most of its theme parks to the Six Flags brand.