INITIATIVE WINS $60 MILLION SIX FLAGS ACCOUNT

Global Media Buying Work

By Published on .

NEW YORK (AdAge.com) -- Initiative Partners, a Los Angeles-based unit of Interpublic Group of Cos.' Initiative Media North America, has won Six Flags' estimated $60 million global media buying business, according to executives in the review.

The incumbent shop bested four finalists: Aegis Group's Carat, WPP Group's MindShare, and Publicis Groupe's Zenith Media, all New York.

The creative portion of the business is with Oklahoma City-based Ackerman McQueen and was not affected by the review.

Six Flags owns and operates 39 parks in North America, Latin America and Europe. Through a subsidiary, Park Management Corp., Six Flags manages and operates Six Flags Marine World near San Francisco. In April, the company opened Warner Bros. Movie World in Madrid, and in August, Six Flags completed its acquisition of Jazzland Theme Park in New Orleans.

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