Midas hires DDB Canada, Carat
By Adnews Staff
Midas Canada has retained DDB Canada as advertising agency of record and Carat to handle media planning and buying. Both agencies will begin work for the auto service company in April. The account will be serviced by the agencies from Toronto and Vancouver. The assignments are the result of an internal review process conducted by Midas. "These new agency relationships will enhance Midas' retail marketing strategies in Canada to continue our leadership in the brake and exhaust categories as we expand into tires, maintenance and commercial fleet services in our shops," said Glenn Root, Midas vice-president for Canadian operations. "Both DDB and Carat have extensive experience with Canadian and global brands. We also will be able to achieve synergies and efficiencies by partnering with DDB and Carat throughout North America." According to Midas, the company will continue its "Trust the Midas Touch" marketing campaign that was introduced last March. Midas will continue to use Académie-Ogilvy for marketing strategy, creative and media in Quebec.