Cliff Freeman Wins $50 Mil. Midas Acct.

NEW YORK–Cliff Freeman and Partners has won the estimated $50 million Midas account, sources said. The New York agency bested The Kaplan Thaler Group in New York, Hill, Holliday, Connors, Cosmopulos in Boston, Square One and Moroch & Associates, both Dallas.

Carat in New York continues to handle media.

Cliff Freeman was the shop with the most notable experience in the category, having handled Pep Boys for many years.

Midas, which has used four agencies in the past six years, broke in May with Euro RSCG McConnaughy Tatham. The car care company message has varied over the years with taglines ranging from “What can we do for you today?” by J. Walter Thompson in Chicago to “Go Midas” from Tatham.