• Ad Age, Thursday, December 1, 2005 11:33 AM

Mr. Six, the popular character who dances furiously in Six Flags commercials, might be headed for that big marketing strategy in the sky. After a protracted fight, a group of change-minded shareholders increased their power base in a shareholder vote this week, and now the theme park's overall marketing plan, including the Mr. Six character, might be headed out the door along with three board members. The marketing strategy was one of the key criticisms leveled against the company by shareholder Daniel Snyder, who owns the Washington Redskins, and his partners. He has claimed that Six Flags has been mismanaged and that its marketing has been ineffective, leading to losses of more than $2.5 billion in shareholder value. Snyder further argues in SEC filings that Six Flags' advertising and marketing had no clear message, targets only one of two key demographics, is expensive and lacks co-branded marketing. He also said the company has too few strategic concession relationships, and those are with tired and dated brands not recognized by children.

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