Independent ad agency Where Eagles Dare has been appointed creative AOR for Midas, following a competitive review.  

Barkley was the incumbent. 

The assignment comes as the iconic auto service franchise company approaches its 70th anniversary in 2026. 

Under its remit, Where Eagles Dare will lead brand strategy and full-funnel creative across broadcast, digital/social, photography, and PR-driven activations, with a new platform rolling out in Spring 2026.  

The work will reimagine the “Midas Touch” positioning for today’s drivers with fresh storytelling, cultural moments, and what the company says are “a few anniversary surprises.” 

The partnership reunites Brian Franks, founder and executive creative director at Where Eagles Dare, with Paul Elliott, now group vice president--marketing at Midas. The pair previously worked together at American Eagle Outfitters, where Elliott was a marketing executive and Franks was part of the in-house creative team.  

“Having worked with Brian years ago at American Eagle, I knew the level of creativity and discipline that he and his team would bring to Midas,” said Elliott. “Where Eagles Dare has a retail insight and energy that match our ambitions, so we’re excited to bring that to life in the rollout ahead.” 

Earlier this year Midas was acquired by Mavis Tire Express Services Corp. Terms weren’t disclosed.