$70 Mil. Six Flags in Review

DALLAS Six Flags said it is putting its ad account in review and would invite incumbent Doner to defend.

The independent agency in Southfield, Mich., handles both creative and media duties, which are up for grabs in the competition. Doner won the account following a review that concluded in August 2003.

Six Flags spent slightly more than $70 million on measured media in 2004 and $70 million through October 2005, per Nielsen Monitor-Plus.

Doner, which launched the company’s first national campaign featuring a character known as “Mr. Six,” could not be reached or comment.

Six Flags representative Wendy Goldberg said the Oklahoma City-based company’s new management expects to send out requests for information to an undetermined number of agencies in coming weeks.

Mark Shapiro, the new chief executive at Six Flags, was hired to turn the company around after a lengthy proxy fight launched by Washington Redskins owner Dan Snyder.

Shapiro is looking to take the company beyond its “theme-park” positioning. As a preliminary step in that direction, Six Flags yesterday said it created a New York-based entertainment and marketing department under evp Mike Antinoro [Adweek Online, Jan. 11].

In the review two years ago, Doner overcame independent incumbent Ackerman McQueen in Oklahoma City, as well as Publicis Groupe’s Fallon in Minneapolis and Interpublic Group’s Deutsch/LA in Marina del Rey, Calif.

Separately, the company today said it signed WPP Group’s OgilvyOne to handle direct and interactive marketing. This marks the first time the client has engaged a dedicated shop for those chores. The budget for that assignment was not disclosed.