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MIDAS ANNOUNCES SEARCH FOR ADDITIONAL ADVERTISING AGENCIES AS PART OF ITS EFFORTS TO DEVELOP A MORE REGIONAL MARKETING APPROACH

 CHICAGO, Aug. 17 /PRNewswire/ -- Midas International Corporation has begun a search for several additional advertising agencies to handle local advertising needs in markets throughout the United States. Wells Rich Greene/BDDP will continue as Midas's national agency for creating and buying national advertising, a $25 million assignment.
 The new agencies will be responsible primarily for local media planning and buying, as well as for development of promotional programs, on a regional basis similar to many advertising agency networks for fast-food franchises.
 "We have been and continue to be very pleased with the creative work and account service provided by Wells Rich Greene/BDDP for our national needs," stated Ron Moore, Midas's president and chief executive officer.
 "The use of regional agencies, however, better fits the overall restructuring we announced last April, in which sales and marketing activities are now the responsibility of divisional marketing personnel, who can react more effectively and efficiently to market differences in various parts of the country," he added.
 "Wells Rich Greene/BDDP will not participate in the search for regional agencies," said Ken Olshan, chairman and chief executive officer of WRG. "We do not want to divert our attention from the corporate needs. Our resources will be devoted to expanding our new and very successful `Midas Way' campaign and adapting it for use by the regional agencies."
 Midas officials hope to have the new agencies in place by Jan. 1, 1994. The combined local advertising budgets total about $35 million.
 Midas currently has 700 franchisees and over 1,850 retail shops in the United States with retail sales nearing $1 billion.
 -0- 8/17/93
 /NOTE T0 EDITORS: Advertising funds will be reallocated, with some $35 million to be directed to local markets. If you have any questions or would like any additional information, call the contact below/
 /CONTACT: Whitman Corporate Communications, 708-818-5000, for Midas/


CO: Midas International Corporation ST: Illinois IN: AUT REA SU:

TS -- NY068 -- 3647 08/17/93 15:07 EDT
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Publication:PR Newswire
Date:Aug 17, 1993
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