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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.
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