El Pollo Loco, Inc. announce it has narrowed its search for a new advertising agency to three Southern California contenders: Hollywood-based Goodness Mfg., Los Angeles-based McCann West/Casanova Pendrill, and Santa Monica-based RPA. This news follows the flame-grilled chicken company announcement last month that it had retained the services of SelectResources International (SRI), a nationally acclaimed consulting firm specializing in agency search and relationship management, to conduct an advertising agency review on its behalf.

A decision identifying El Pollo Loco’s new advertising agency-of-record is expected in February. The selected agency will handle 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.

El Pollo Loco’s current advertising agencies, Krueger Communications for general audience advertising and cruz/kravetz:IDEAS for Hispanic advertising, elected not to participate in the review. El Pollo Loco also works with ID Media, the direct response media services company. This work is not in review at this time. El Pollo Loco recently hired MBMG as its media strategy and buying partner for general market and Hispanic media beginning in 2011.

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