4 Shops In Touch With Midas

Midas has narrowed the review for the creative portion of its $45 million account to four shops and is now expected to look for a new media buying and planning service, sources said.
Making final creative presentations next week are Chicago shops Cramer-Krasselt and Euro RSCG Tatham, as well as New York agencies Lowe & Partners/SMS and DeVito/ Verdi, sources said.
Incumbent Foote, Cone & Belding in Chicago resigned the business following reports that Midas had contacted other agencies [Adweek, Oct. 19] The client said FCB turned down an invitation to participate in the review. Both parties declined to elaborate on the split.
Media duties are at FCB’s sister operation, TN Media here. That relationship is also expected to come to an end soon, sources said. The assignment could possibly be placed with the winning creative agency.
A Midas representative said no changes were forthcoming on media.
The creative review follows Bruce Hutchison’s arrival at Midas as vice president of marketing in August.
FCB’s last TV spots featured a comical, animated yellow lizard. In one spot, the reptile is shaken from the back of a car by exhaust vibration. The spot ends with: “Visit Midas today.” –with Sloane Lucas and Hank Kim