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Will Handle Creative for 1,700 U.S. Auto Service Stores

By Published on .

DETROIT (AdAge.com) -- Midas tapped Omnicom Group's DDB Worldwide, Chicago, as its new creative agency of record to handle its $40 million account.

In addition to creative and production work,

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the agency will work on strategy, research and marketing integration for Midas' system of nearly 1,700 U.S. auto service stores.

Awarded after review
DDB succeeds Cliff Freeman & Partners, New York, which decided in May not to defend the account, which was awarded after a review. The contenders included Interpublic Group of Cos.' Campbell Mithun, Chicago; WPP Group's Y&R Advertising, Chicago; independent Doner, Southfield, Mich., and Publicis Groupe-backed Moroch Leo Burnett, Dallas, according to executives close to the review. Midas would not confirm the contenders.

Cliff Freeman won the account in October 2001, and its inaugural effort the following year promoting Midas' lifetime guarantee featured an elderly woman flashing her sagging bosom after asking: "Lifetime guarantee? That's great. What can you do with these?" Widely panned, the spot was considered one of the most distasteful ads of the year.

Aegis Group's Carat USA handles media planning and buying for Midas.

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