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Midas Selects EURO RSCG Tatham

15 December 1998

Midas Selects EURO RSCG Tatham as Its Creative Advertising Agency

    CHICAGO--Dec. 15, 1998--Midas, Inc. has selected Chicago-based EURO RSCG Tatham to handle the strategic and creative portions of its advertising for the nearly 1,900 Midas automotive service shops in the United States.
    "Tatham has demonstrated its ability to develop effective brand and promotional messages that focus on driving sales for retail clients," said Wendel H. Province, Midas chairman and chief executive officer. "We expect Tatham to make a significant contribution to enhancing our marketing and promotional programs to enable our franchisees to increase their same store sales in 1999 and beyond."
    Tatham will begin work on the Midas account immediately.
    "Tatham convinced us during the review that its advertising campaigns truly are business solutions which can be used throughout the organization - internally at the company and at the store level," Province said.
    The review was conducted by a committee of Midas management and officials of the International Midas Dealers Association (IMDA). Terry Snook, a Dallas franchisee who is president of the IMDA, was one of five franchisees who participated.
    "I am impressed with the excellent chemistry which exists between Tatham and Midas, as well as Tatham's enthusiasm for our business," Snook said.
    "Midas and the franchisees have made a great deal of progress in 1998 on working together to improve our advertising and marketing," Snook said. "We look forward to the expertise that Tatham will deliver to us."
    Midas is one of the world's largest providers of automotive service, including exhaust, brakes, steering and suspension, as well as batteries and maintenance services. There are more than 2,700 Midas locations in 19 countries, including nearly 2,150 in North America.