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Real Mex Restaurants Goes Into Play

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LOS ANGELES Real Mex Restaurants has launched a review for its $6 million creative and media account, the company said.

The review encompasses advertising for all Real Mex brands, including El Torito restaurants and El Torito Grills, Acapulco restaurants, Las Brisas restaurant, Who-Song & Larry's, Casa Gallardo, El Paso Cantina, Keystone Grill, Hola Amigos and GuadalaHarry's.

The business has been handled by independent Perceive in Long Beach, Calif., since October 2001. The shop will continue to work with Real Mex through June.

Real Mex is seeking an agency to "generate breakthrough creative," including concepts around new menu items, merchandising and collateral, and print production, according to a statement issued by Real Mex. The selected shop will also handle media planning and buying.

The Long Beach-based Mexican restaurant chain operator issued a request for proposal two weeks ago to undisclosed shops. Responses are due this week, and a decision is expected by June.

Real Mex has 129 restaurants, primarily in Southern California, and locations in six other states. Its largest concepts are El Torito restaurants, with 70 locations, and Acapulco's 40 eateries.