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?"). Doner has offices in the US (Cleveland; Detroit; Newport Beach, California) and the UK (in London, operating as Doner Cardwell Hawkins). It was founded by Wilfred Broderick Doner in 1937.
Like most advertising agencies, Doner suffered during a challenging market as businesses cut back on their advertising and marketing budgets. The company had opened its Newport Beach office after automaker Mazda hired the firm; Doner 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. The Newport Beach office still counts Del Taco and Avery Dennison as clients, along with some other firms.