Midas to Contact 'Not More Than 4' for Account

Agencies looking to get into the pitch for Midas’ $50 million advertising account will have to contend with a notoriously fickle client, sources said.

“They wanted to broaden their perceptions to consumers, but it was very hard working with the franchisees,” said one source familiar with the account. “There was no clear agreement on a lot of things,” unlike other franchise-driven accounts like McDonald’s which at least have some consistency, the source said.

The Chicago-based car-care company, which parted with its creative agency, Euro RSCG McConnaughy Tatham, last week, has gone through four agencies in six years.

Similarly, Midas’ message has varied over the past several years, with taglines ranging from J.