Exhaustive Search: Midas Looks for Shops in West

Midas International is about to service the West Coast with two new media and advertising accounts. The Chicago-based company has launched a review for one agency to handle a $3-4-million, regional account in California and another to handle a $1-million piece of business in the Pacific Northwest. Chicago-based executives for the muffler and brake repair company announced last month that they planned to look for a number of local shops to handle the $35 million Midas spends in local media cross-country. Wells Rich Greene BDDP/N.Y. formerly handled the business and continues to service the national account. The process is being handled nationwide by Chicago-based Midas marketing executive Richard Brayer, who plans to meet with agencies for the first time in October. Midas expects to have new agencies in place by Jan. 1.
Copyright Adweek L.P. (1993)