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RESTAURANT INDUSTRY NEWS
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El Pollo Loco closes in on new ad agency

The Costa Mesa-based company has narrowed its search to three SoCal firms.

By Kristen SchottPublished: December 21, 2010 08:42 AM

Competition is heating up in Costa Mesa-based El Pollo Loco's search for a new advertising agency. The quick-service food chain has narrowed its possible selections to three Southern California companies: Hollywood-based Goodness Mfg., L.A.-based McCann West/Casanova Pendrill and Santa Monica-based RPA.

El Pollo Loco last month tapped SelectResources International, a Santa Monica-based consulting firm, to conduct an ad agency review on its behalf. El Pollo Loco's current advertising agencies, Venice-based Kreuger Communications and Burbank-based cruz/kravetz: IDEAS, did not participate in the review, according to the chain.

Moving forward, the selected agency will handle strategic marketing and communication needs, including English- and Spanish-language broadcast and digital platforms, in-restaurant merchandising and local restaurant marketing.

“We are incredibly impressed with the caliber of our agency finalists and eager to see the culmination of their creative talent," said Mark Hardison, vice president of marketing for El Pollo Loco. "We will select a single advertising agency that will provide a strategic, total market approach for El Pollo Loco that effectively captures and integrates all aspects of our brand communication."

A decision regarding the new ad agency is expected in February.

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