Moroch Picks Up Regional Midas Duties

Moroch Partners has been awarded local and regional marketing duties for Midas in the U.S. and Canada. The assignment follows an earlier review, in which Moroch participated, that gave branding duties to Cliff Freeman & Partners.

The Dallas agency will add seven staffers for Midas, as well as bring on a handful of senior Midas marketing executives as Moroch employees. Moroch previously handled Midas’ field marketing for the Southwest and Southeast regions from 1994-97 before the client consolidated the business in-house.

Moroch chairman Pat Kempf said the agency’s previous field marketing experience – it handles 50-60 markets for McDonald’s and 80-100 for various film clients – weighed heavily in Midas’ decision.

Billings were not disclosed.