Midas Selects Cliff Freeman & Partners as Its Creative Advertising Agency

    ITASCA, Ill.--Oct. 5, 2001--Following a three-month review, Midas, Inc. , has selected Cliff Freeman & Partners of New York for the strategic and creative portions of its advertising in the United States.
    "We have selected Cliff Freeman to become our marketing partner because of the agency's strategic insight into our business and the high impact of its creative presentation, as well as its retail expertise and the quality of its management staff," said Gary B. Vonk, Midas' executive vice president and chief operating officer.
    "The creative excellence of Cliff Freeman & Partners is evidenced by the agency's winning more creative awards this year than any other agency, including the Grand Prix at the Cannes International Advertising Award Festival," Vonk said. "We look forward to the agency's creative contribution to the Midas business."
    Vonk said Midas will air television commercials featuring new creative from Cliff Freeman beginning in the first quarter of 2002.
    "With the support of Cliff Freeman, we will continue to strengthen Midas' marketing efforts with consumers through the enhanced retail experience and the full range of automotive repairs and maintenance services at Midas," Vonk said.
    "Midas is building on the retail momentum of the New Midas introduced in mid-2000. Our nearly 2,000 Midas shops in North America have an upgraded contemporary appearance, with an expanded range of services that has added climate control and maintenance to our industry leading position in exhaust, brakes, steering and suspension," he said.
    Cliff Freeman, chairman and chief creative officer of the agency, said, "Midas is a great American brand just waiting to have its story told. I have to believe the combination of our creative with what the New Midas has to offer is a very winning formula."
    Cliff Freeman & Partners was founded in 1987 and is a full-service agency whose clients include Hardee's, Staples, Coca-Cola, FOX Sports, Budget Rent a Car and Quizno's Subs. The agency is a three-time "A+ Award" winner of the American Association of Advertising Agencies (AAAA).
    Carat USA will continue as Midas' agency for media planning and buying in the United States. Ogilvy & Mather's Tornoto office will continue as creative and media buying agency for Midas' Canadian operations.
    Midas is one of the world's largest providers of automotive service, offering exhaust, brake, steering and suspension services, as well as batteries, climate control and maintenance services at 2,700 franchised, company-owned and licensed Midas shops in 20 countries, including nearly 2,000 in the United States and Canada.