The Finch Formerly Known As Gold

13 January 2006

Will Mr. Six retire?

Buried in a story about the shuffle on the Six Flags board of directors was this bit of alarming news:

Six Flags said it signed OgilvyOne Worldwide to enhance direct and interactive marketing efforts nationwide. The company also said it would put its advertising contract with Michigan-based W.B. Doner & Co. up for review. That contract expires in June.

Mike Antinoro, executive vice president for entertainment and marketing, said Doner has helped create brand awareness for Six Flags. The agency developed a campaign around the popular Mr. Six character.

"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," Antinoro said in a statement.

"Put up for review," to my mind anyway, translates as "Gawd, this stuff sucks."

I'm thinking old man Six is about to be put out to pasture.

Posted at 9:56 AM to Dyssynergy


Six Flags has been unusually secretive about that weird mascot. Not sure I've ever seen an approach like that. It's piqued the curiosity of advertising wonks all over the map, which I guess is a signal of effectiveness; but if it's not working on the public, then who cares.

I still say it's a young guy wearing prosthetic wrinkles.

Posted by: CT at 9:22 AM on 14 January 2006

Well, maybe if the campaign is being spiked, we'll finally hear the story.

Posted by: McGehee at 3:44 PM on 14 January 2006