Campbell-Ewald Wins $10 Mil. Coco’s Account; Coco’s, Carrows Hispanic Review Is Delayed

Despite being a latecomer to the review, Campbell-Ewald’s Los Angeles office emerged as the winner of Coco’s restaurants’ estimated $10 million account.
The shop joined the review after initial chemistry checks with the client but before the creative presentations, said Catherine Bension, senior partner at Select Resources International, the Los Angeles consultancy that conducted the search. The other Southern California contenders were Colby Effler & Partners and Duncan & Associates, both in Santa Monica, and Dailey & Associates in West Hollywood.
Coco’s was previously handled by Foote, Cone & Belding’s Los Angeles office, which resigned the conflicting business when it won the estimated $70 million field marketing portion of Taco Bell’s $280 million account. FCB’s two other Advantica (formerly Flagstar Cos.) restaurant chain accounts, Carrows and El Pollo Loco, also went into play. Kovel Kresser & Partners in Santa Monica won the $7 million Carrows account, and Dailey was awarded the $10 million El Pollo Loco business. Both of those searches were also handled by SRI.
Neither Coco’s nor Campbell-Ewald could be reached for comment at press time. Campbell-Ewald recently broke a $150 million campaign for El Segundo, Calif.-based DirecTV.
Separately, the review for the Hispanic portion of the Carrows and Coco’s accounts has been delayed as Carrows installs a new vice president of marketing, Bension said.
The five California semifinalists in that review are: al Punto Advertising, Santa Ana; HeadQuarters Advertising, San Francisco; Houston Helm Bermudez and Valdez Zacky Associates, both Los Angeles; and One World Communications, Santa Monica, a division of The Leap Partnership.
The review, which began last December, is about two weeks behind schedule, and a decision is expected by the end of April, Bension said.