Del Taco Moves Media Chores to PMG

LOS ANGELES Palisades Media Group has added media buying and planning chores for Del Taco Mexican restaurants, according to the agency.

Lake Forest, Calif.-based Del Taco spent $15 million on advertising in 2005, per Nielsen Monitor-Plus. Contenders for the business were undisclosed.

The company remains concentrated in California but is rapidly expanding into the Midwest. The 13-state, 465-restaurant chain said that it opened 34 locations last year and has franchise agreements to open 340 units in the next five years.

“This is the first fast-food-style restaurant we’ve handled,” said Bruce Dennler, president and COO of PMG in Santa Monica, Calif. “Del Taco is another challenger brand, which we’re good at, and it needs to move quickly, which we’re good at. Most important, it is another step at building our non-theatrical wing.” In addition to a vibrant political advertising wing, PMG also handles game giant Electronic Arts.

Sharon Fogg, Del Taco’s vice president of marketing, in a statement called PMG “a high-level, performance-driven media services company.”

The company split with its longtime creative agency, independent G&M Plumbing in Manhattan Beach, Calif., last year [Adweek Online, Dec. 15] after a review. The new creative agency is independent Tustin, Calif.-based Brainsaw.