• by Fern Siegel , 6 hours ago

Midas just named Where Eagles Dare as its new creative AOR for Midas, the auto-service chain.

The Pittsburgh-based agency will handle brand strategy and full-funnel creative, spanning broadcast, digital and social, as well as PR-driven activations.

Brian Franks, agency founder/ECD, previously worked with Paul Elliott, group vice president, Midas Marketing, during their time at American Eagle Outfitters. 

“Midas is a legacy brand with real history and heart,” Franks said. “We see a huge opportunity to celebrate that story in fresh ways, through work that feels thoughtful, confident and connected to culture, but always true to what people love about Midas.”

The AOR decision comes as Midas, now operating under Mavis Tire Express Services Corp., following its acquisition by TBC Corp., streamlines operations and focuses on brand growth across its franchise network. 

Founded 10 years ago, the agency's client work also includes Dick's Sporting Goods, Steelers Pro Shop and Brigit.