El Pollo Loco, Inc. announced today that it has retained the services of SelectResources International (SRI), a nationally consulting firm specializing in agency search and relationship management, to conduct an advertising agency review on its behalf. The new assignment will cover strategic marketing and communication needs for the nation’s flame-grilled chicken chain, including English- and Spanish-language creative (broadcast and digital), in-restaurant merchandising, and local restaurant marketing. The review will focus on advertising agencies with established offices in Southern California and is expected to be completed in the first quarter of 2011.

Commenting on the search, Mark Hardison, Vice President of Marketing for El Pollo Loco, Inc. said, “We are looking to partner with a single advertising agency in a strategic, total market approach that effectively captures and integrates all aspects of brand communication.”

El Pollo Loco’s two incumbent advertising agencies, Krueger Communications, which handles general audience advertising, and cruz/kravetz:IDEAS, which oversees Hispanic advertising, will be invited to participate in the review. The company’s media investment in 2010 is in the $15-20 million range encompassing both general market and Hispanic media. El Pollo Loco also works with ID Media, a direct response media services company. This work is not in review at this time.

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