- El Pollo Loco
El Pollo Loco, Inc. announced 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. The flame-grilled chicken company announced last November 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. 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.
OgilvyAction, the activation arm of Ogilvy & Mather, and Malone Advertising, the retail marketing unit of JWT, both part of WPP Group, announced a joint venture in North America to form the first fully integrated, end-to-end shopper marketing and experiential marketing agency.
- Pizza Patron
The Dallas-based chain decided to rethink its marketing after noticing that more young Hispanics are bilingual and bicultural. Pizza Patrón wants to market to English speakers without alienating its base clientele.
In order to do that Pizza Patrón is re-allocating its advertising budget, rejiggering commercials, opening restaurants in new areas and using more English on menus. Pizza Patrón next year plans to completely flip-flop its marketing mix by allocating 70% of its ad budget to English-language television and radio stations and 30% to Spanish-language media outlets.
Television ads will show groups of young people buying pizza, to appeal to 18- to 24-year-olds.
- Post Foods
Telemundo Communications Group announced the network has partnered with Post Foods’ Honey Bunches of Oats and MV42°, a division of Starcom MediaVest Group, in a multi-platform initiative centered on the brand's "Pensemos Positivo" consumer campaign. The campaign will go live this week.
The Partnership at Drugfree.org announced a new strategic partner to help support the organization's outreach to address teen drug and alcohol use within the Latino and Spanish-speaking community. The National Association of Hispanic Nurses (NAHN) has joined with the national nonprofit to provide bilingual resources to Spanish-speaking parents and caregivers and help promote the group's online tools and resources across various NAHN communication channels.
NAHN will also be a key partner in supporting the expansion of Habla Con Tus Hijos, The Partnership at Drugfree.org's Spanish-language initiative for Hispanic families, and will collaborate with the organization to help create additional, multi-faceted Spanish-language content.
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