Initiative Hangs on to Six Flags Media

LOS ANGELES — Initiative Partners, a unit of Interpublic Group’s Initiative Media North America based in L.A., has successfully defended its $50 million-plus Six Flags media account and will see spending increase to as much as $80 million, sources said.

The incumbent retained the business, which it has handled for eight years in partnership with Six Flags creative shop Ackerman McQueen, Oklahoma City, against co-finalists WPP Group’s MindShare, Aegis Group’s Carat, and Publicis Groupe’s Zenith Media, all New York.