• El Pollo Loco

Costa Mesa-based El Pollo Loco has named Hollywood's goodness Mfg. as its new advertising agency of record to handle marketing and communications efforts for the grilled-chicken chain. Goodness Mfg. will handle general market and Hispanic advertising for the Mexican fast food chain, which has more than 400 restaurants, mostly in California.

The decision ends a search process that began last fall with the review of more than 35 agencies, including L.A.-based McCann West/Casanova Pendrill and Santa Monica-based RPA. El Pollo Loco's former ad agencies, Venice-based Kreuger Communications and Burbank-based cruz/kravetz: IDEAS, did not take part in the review.

  • La Bella

A 13-week campaign giving away 25-cent coupons for any La Bella product in Vallarta Supermarkets is coupled with a contest to win a $1000 grocery value gift certificate. The promotion is the latest venture aimed to connect with the Hispanic community. Integrated in its efforts to grow the brand, Newhall retained Power Media Group for its efforts in marketing the Hispanic sector.

  • Gasolina Urban Blends

Pan American Properties announced the launch of its ready to drink cocktail product line, Gasolina Urban Blends in the state of Florida. Gasolina, which has been successful in Puerto Rico, will be distributed by Premier Beverage.

Rene Acosta, Director- Liquor Division of Pan American Properties, said, "Our success in Puerto Rico combined with really positive market research results in the US, gives us great confidence that the brand will be a winner in Florida and therefore our point of entry into the US mainland," added Acosta.

  • ZenithOptimedia

ZenithOptimedia, The ROI Agency, announced that Lisa Torres has been named President of its Multicultural Unit, effective immediately. In this newly created position, Ms. Torres will be responsible for providing leadership around the company’s state-of-the-art ROI strategies which are geared towards multicultural consumers. She will work directly with the company’s planning and buying teams and report to ZenithOptimedia’s Dave Ehlers, Executive Vice President, Managing Director.

Launched in 2006, the division handles $150MM in media billings. Clients include JPMorgan Chase, Denny’s, General Mills, Twentieth Century Fox, L’Oreal, Nestle and Payless.

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