Doner Company
| Company type | Private |
|---|---|
| Industry | Advertising |
| Founded | 1937 |
| Founder | Wilfred "Brod" Doner |
| Headquarters | Southfield, Michigan , United States |
Area served | United States, United Kingdom |
| Products | Advertising services |
| Parent | MDC Partners (minority stake) |
| Website | doner |
Doner Company—originally known as W. B. Doner & Co.—is a U.S.-based advertising agency with its main office located in Southfield, Michigan. Established in 1937 by Wilfred "Brod" Doner, the firm also manages Doner London, operating within the United Kingdom.
History
The agency began in Baltimore under the name W. B. Doner & Co., but after the passing of Doner in 1990, it eliminated the initials from its brand. Remaining an independent entity and ranking among the largest U.S. agencies, Doner broadened its international presence following a 1996 fire that devastated its Southfield facility. To facilitate expansion, Doner sold a minority share to MDC Partners in April 2012.
Campaigns
During the 1950s, Doner created the memorable campaign for Timex with the slogan "Takes a licking and keeps on ticking," which was recognized by Advertising Age as one of the top 20 advertising campaigns of the 20th century, placing 40th. In 1997, the agency launched Mazda's "Zoom Zoom" campaign, which represented roughly 20% of Doner's revenue until the account was lost in 2010.
In 2004, Doner introduced the character Mr. Six for the regional theme park chain Six Flags, using the mascot until 2010 and bringing it back in 2024.