Moroch Adds Southeast Markets To Its Midas Duties In Southwest

DALLAS – Moroch & Associates here supplemented its regional Midas International business, picking up the Southeast territory resigned earlier this year by Austin Kelley Advertising of Atlanta.
The account, which includes local promotional advertising and media chores, was estimated at $3 million by sources. The business includes 40 markets in Alabama, Georgia, the Carolinas, Tennessee, Virginia and the panhandle of Florida.
The win adds to Moroch’s existing business for Midas in more than 30 primarily Southwestern markets, said agency chief executive officer Tom Moroch.
According to Austin Kelley president and chief operating officer Geoffrey Nixon, the agency resigned the business because “it was never really a full-service account [with] creative opportunities . . . We’re trying to have more impact strategically and creatively in our clients’ business.”
Moroch’s previous work for Midas has included print advertising.
Gary Cockerill, marketing manager in the client’s Atlanta office, said Midas considered Moroch and LevLane Advertising & Public Relations in Tampa, Fla., for the account.
Moroch and LevLane are two of 10 regional advertising agencies employed by Midas in addition to its national creative shop, Foote, Cone & Belding in Chicago.
Cockerill said Moroch was favored over LevLane because the makeup of Midas’ Southeast and Southwest regions are similar. Both territories consist primarily of small dealer marketing groups rather than large ones.
“It’s a reflection of [Moroch’s] McDonald’s experience,” Cockerill said. “They’ve found a way to treat the smaller markets with as much importance as the larger ones. It made them a good fit.”
Cockerill noted Moroch’s possible merger with Fahlgren [Adweek, May 11], which would give the Dallas-based agency an Atlanta presence, was also a factor. “That was a consideration and continues to be something that is attractive,” he said.
Based in Chicago, Midas is an owner/franchisor of more than 2,600 muffler shops. Its units also provide brake, suspension and other automotive repair services.