Tatham Taking Winning Midas Work To Market

Euro RSCG Tatham won’t waste any time breaking its first work for Midas, with a campaign expected as soon as next month.
Storyboards that the Chicago agency presented to Midas executives and five franchisee representatives had a strong retail message with an emotionally evocative brand overlay. The campaign successfully bridged the sometimes fractious divide between store operators who want promotionally driven work and those who want more of an image campaign, said Terry Snook, president of the International Midas Dealers Association.
“I would gladly show it to a roomful of franchisees,” Snook said.
Tatham was awarded the creative portion of the Chicago-based auto service retailer’s $45 million account in a competition that also included Cramer-Krasselt, Chicago, and Lowe & Partners/SMS, New York. Incumbent Foote, Cone & Belding, Chicago, resigned the business as the review began.
Details of the winning campaign were not divulged, but the work developed by executive creative directors Jennifer LeMay and Larry Walters is expected to focus on trust between consumers and Midas shops. Advertising will also employ a new Midas logo that adds a bit of red to the traditional black and gold, Snook said.
The agency leaned heavily on its experience with Red Lobster, having created a TV campaign for the restaurant chain that also blends promotional messages with branding.
Executives at Midas were not available for comment following the selection.
For its presentation, Tatham converted a portion of the hotel ballroom where Midas was holding court into a replica of the industrial-style conference room being planned for the agency’s new headquarters, currently under construction.
Midas’ media schedule is bought through most of 1999 via TN Media, a sister company of FCB. A new media buyer is expected to be selected sometime in 1999, sources said.