Six Flags Names Zimmerman Agency of Record

Will Lead Ad Efforts for Theme Parks in North America and Mexico

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NEW YORK (AdAge.com) -- Theme-park operator Six Flags has named Omnicom Group's Zimmerman Advertising as its North American advertising agency of record, following a review.
Zimmerman will handle strategic, media planning and creative efforts for the theme-park operator.
Zimmerman will handle strategic, media planning and creative efforts for the theme-park operator.

Other contenders
Zimmerman, a retail specialist based in Fort Lauderdale, Fla., bested the New York offices of WPP Group's Ogilvy & Mather and JWT; Interpublic Group of Cos.' Deutsch; and Omnicom's BBDO Worldwide. The incumbent was independent Doner, Southfield, Mich., which did not defend.

"Zimmerman has a strong grasp of the unique role that Six Flags plays in the consumer marketplace," Mark Shapiro, president-CEO of Six Flags, said in a statement. "They have a proven track record of taking national brands like ours and activating them locally and at the retail level."

Zimmerman will handle strategic, media planning and creative efforts for theme parks in the U.S., Canada and Mexico.

Earlier account moves
Earlier this year, Six Flags moved its $55 million media-buying account from Doner to WPP's MindShare and named OgilvyOne its direct and interactive agency.

Late last year, Six Flags' board ousted CEO Kieran Burke and replaced him with Mr. Shapiro, a former ESPN programming executive.
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