SIX FLAGS PUTS CREATIVE ACCOUNT INTO REVIEW

OgilvyOne to Handle Direct, Interactive

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NEW YORK (AdAge.com) -- Just one day after it announced restructuring of its marketing department, Six Flags has thrown its creative account into review and hired WPP Group’s OgilvyOne for its direct and interactive work.
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Incumbent is Doner
Independent Doner, Southfield, Mich., currently handles the estimated $55 million account. In a press release announcing the review, Mike Antinoro, who was just named VP-enterainment and marketing for the amusement-park company, said Doner was invited to participate. Doner executives were not immediately available for comment.

“In an industry where much of the advertising tends to look the same, Doner has provided us with out-of-the-box thinking that has successfully cut through the clutter to create real awareness for the Six Flags brand on a national level,” Mr. Antinoro said. “We’re now in the process of analyzing every aspect of our business, and we’re looking forward to Doner’s participation in the process as we investigate how to most effectively build on this awareness."

Mr. Six
The statement contract for the agency responsible for creating the bald old man known as Mr. Six who creepily -- and memorably -- oscillated through a number of spots for the Oklahoma City-based marketer, is up in June.

Earlier this week, Six Flags announced the appointment of Mr. Antinoro, previously at ESPN Original Entertainment and two other New York-based executives who will report to him in a new department that will include in-park entertainment, licensing agreements, communications and investor relations.

A marketing shakeup has been expected. Activist shareholder and Washington Redskins owner Daniel Snyder was named nonexecutive chairman of the board late last year, and his partners in investment company Red Zone, who have publicly charged Six Flags with mismanagement and poor marketing, won three out of seven board seats. Mark Shapiro, formerly head of programming at ESPN, was recently named president-CEO.

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