Skip to Main Content

About Detroit Royalty, Incorporated

Doner knows how many licks it takes to get to the center of a Tootsie Roll Pop. W. B. Doner & Company, doing business as Doner, is one of the largest independent advertising agencies in the US. Responsible for the famous Tootsie Roll Pop owl campaign, it provides creative ad development and campaign management services, along with media planning and buying. The firm also created iconic campaigns for clients such as Timex ("Takes a licking and keeps on ticking") and Klondike Bar ("What would you do for a Klondike Bar?").

Geographic Reach

Doner has offices in the US (Atlanta, Cleveland, and Los Angeles) and the UK (in London, operating as Doner Cardwell Hawkins).

Sales and Marketing

Doner is a member of the MDC Partners network and serves clients including ADT,, Choice Hotels International, Chrysler, Coca-Cola, The Coleman Company, Cox Communications, DuPont, Harman, Serta, Sherwin-Williams, Smithfield, and The UPS Store.


Like most advertising agencies, Doner suffered during a challenging market as businesses cut back on their advertising and marketing budgets. The company came up with Mazda's ubiquitous "Zoom, Zoom" tagline. The company was dealt a major blow when Mazda left for a rival agency in 2010. The Mazda account was reportedly valued at $150 million.

Doner has bounced by acquiring new clients. In 2013 the company secured a contract from Manheim, the world's leading provider of vehicle remarketing services. That year it was also named as media agency of record for Perkins & Marie Callender's Marie Callender's brand.

Company Background

The company was founded by Wilfred Broderick Doner in 1937.

Detroit Royalty, Incorporated

25900 Northwestern Hwy
Southfield, MI 48075-1067
Phone: 1 (248) 354-9700

Firm Stats

Employer Type: Privately Owned
Chief Talent Officer: Chuck Bartha
Chief Strategy Officer: Jane Goodman
Chief Strategy Officer: Alison Taubman
Employees (This Location): 500
Employees (All Locations): 750