Zimmerman Wins Six Flags

NEW YORK Zimmerman Advertising has been selected to handle creative chores on Six Flags’ ad account following a review, the client has confirmed.

Estimated billings on the business are $75 million. The Omnicom Group shop bested four other contenders in the review’s final round, which took place last week.

WPP agency Ogilvy & Mather presented last Monday morning, followed by WPP’s JWT and Omnicom’s BBDO on Monday afternoon. Interpublic Group’s Deutsch pitched on Thursday morning and Zimmerman on Thursday afternoon. Zimmerman, a Fort Lauderdale, Fla.-based shop, flew here to present; the others pitched out of their New York offices.

Each contender got more than two hours to present to nearly a dozen client executives.

Independent Doner in Southfield, Mich., had previously handled Six Flags, running ads featuring a character called “Mr. Six.”

Six Flags in February moved media duties from Doner to WPP Group’s MindShare following a separate review. In January, Six Flags hired WPP’s OgilvyOne to handle direct and interactive work. Those shops retain those assignments, which were not included in the review won by Zimmerman.

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

“Zimmerman has a strong grasp of the unique role that Six Flags plays in the consumer marketplace—an entertainment destination with a national brand and regional reach,” said Shapiro, in a statement. “They have a proven track record of taking national brands like ours and activating them locally and at the retail level.”

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

“The reason we won is that we were willing to think as big as a national brand deserves, but also as small as 30 retail parks need to,” said agency CEO Jordan Zimmerman.

In a review two years ago, Doner topped incumbent Ackerman McQueen in Oklahoma City, as well as Publicis Groupe’s Fallon in Minneapolis and IPG’s Deutsch/LA in Marina del Rey, Calif.