Midas appoints Where Eagles Dare as agency of record

Auto-service chain Midas has appointed independent creative agency Where Eagles Dare as its agency of record after a competitive review. The partnership will drive a full brand refresh planned for Spring 2026, ahead of the company’s seventieth anniversary.

The Pittsburgh-based agency will oversee brand strategy and full-funnel creative across broadcast, digital, social, photography and PR-led activations.

Agency to lead brand overhaul for milestone year

Where Eagles Dare’s remit includes shaping the brand’s overarching strategic direction and delivering an integrated creative platform. The collaboration brings founder and executive creative director Brian Franks back into partnership with Paul Elliott, now GVP of marketing at Midas, following their earlier work together at American Eagle Outfitters.

Paul Elliott: “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. 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.”

Creative direction to build on brand heritage

Brian Franks highlighted the emotional equity of the long-standing automotive brand.
Brian Franks: “Midas is a legacy brand with real history and heart. 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.”

AOR shift aligns with wider brand reset under new leadership

The appointment follows Midas’ integration into Mavis Tire Express Services Corp. after its acquisition by TBC Corporation. The chain is working to streamline operations and renew its brand positioning across the franchise network. The planned 360-degree campaign will be the first major creative initiative under president and COO Lenny Valentino Jr., marking a pivotal moment as the company approaches its anniversary year.

www.midas.com

www.whereeaglesdare.co

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