3 Vie to Fly Six Flags

DALLAS-Six Flags Theme Parks will hear presentations from at least three contenders over the next few weeks as it considers a $40-45 million account consolidation at a single agency, sources said.
Lead media shop McCann-Erickson and fellow Interpublic firm Lowe & Partners/SMS join Grey Advertising, all New York, in vying for the Parsippany, N.J.-based client’s account. Other shops could be added, according to sources.
Leading the review is Six Flags marketing vice president Steve Savino, who could not be reached last week. Sources said Six Flags is seeking a unified brand identity.
One insider noted that creative and media duties could remain split if local park operators ultimately balk at unifying the account.
McCann offices in Dallas and Houston are among the agency network’s affiliates which place Six Flags media on a regional basis.
Creative work is handled primarily in-house, with some work done at regional shops across the country.
Six Flags operates parks under the Six Flags banner in Houston and Arlington, Texas. It also has managed Fiesta Texas in San Antonio since 1996.
Each of the three Texas parks benefits from a national image campaign created by McCann-Erickson in New York but also has the option to contract with a local agency for ads promoting new rides and other special events.
McCann-Erickson’s office in Dallas currently handles creative work for Six Flags in Arlington. Six Flags Houston has worked with McCann-Erickson, Houston and Dallas.-with Teresa Andreoli and Hank Kim