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Midas Assigns Media Buying to Carat New York

21 December 1998

Midas Assigns Media Buying to Carat New York

    CHICAGO--Dec. 18, 1998--Midas, Inc. has assigned the media planning and buying responsibilities for advertising in support of the nearly 1,900 Midas automotive service shops in the United States to Carat New York.
    Midas has terminated its media-buying relationship with New York-based TN Media, a unit of True North Communications.
    "Carat's strategic vision for media planning and buying demonstrates a thorough understanding of brand-building, as well as retail promotional activities to drive customers into our franchisees' locations," said Wendel H. Province, Midas chairman and chief executive officer.
    Carat will begin work on the Midas account immediately.
    On Dec, 15, Midas announced that Chicago-based EURO RSCG Tatham is the company's new strategic and creative agency.
    "As one of the largest advertisers in the automotive service market, Midas and its marketing partners must work together to assure the most effective and efficient advertising investment," Province said. "We are confident that our new agencies will make a significant contribution to Midas' objective of improving our franchisees' same store sales in 1999 and beyond."
    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.