$40 Mil. Midas Media Moves to Starcom

NEW YORK Midas, the auto service company, has awarded Publicis Groupe’s Starcom its media planning and buying account without a review, the client confirmed.

Midas spent $40 million in measured media in 2006, down from about $45 million the previous year, according to Nielsen Monitor-Plus.

Aegis Group’s Carat was the incumbent on the account, which it had held since 1998.

Starcom officials could not be reached and Carat representatives declined comment.

Carat Trade, which buys ad time on a barter basis, has retained its duties, with estimated billings of $7 million, per sources. (Carat Canada, which won Midas media chores in that country in 2005, also keeps its assignment.) Omnicom Group’s DDB is the client’s lead creative agency.

Midas is one of the world’s largest providers of automotive services. It offers exhaust, brake, steering and suspension repairs, as well as batteries, climate control and maintenance services at approximately 2,600 franchised, company-owned and licensed Midas shops in 19 countries, including nearly 1,900 in the United States and Canada.

The publicly traded client in Itasca, Ill., had revenue of $177 million in 2006, down about 8 percent from the previous year.