El Pollo Loco Cuts to 6 for $7 Mil. Business

LOS ANGELES Fast-food chicken chain El Pollo Loco has narrowed its search for an agency to handle its $7 million creative and media account to six shops, the client said.

Advancing are Bulldog Drummond in San Diego; cruz/kravetz:Ideas in Los Angeles, which is the client’s Hispanic agency; Grey and Suissa Miller, both in Los Angeles; Krueger in Torrance, Calif.; and Young & Rubicam in Irvine, Calif.

Not advancing were Pearlstein Project, WongDoody and the Woo Agency, all in Los Angeles; Campbell-Ewald and The Phelps Group, both in Santa Monica, Calif.; and San Francisco shops Butler, Shine & Stern, Kirshenbaum Bond & Partners and Wrecking Ball. Bozell in Los Angeles withdrew from the review, a representative for the Irvine, Calif.-based client said. The incumbent, Dailey & Associates in West Hollywood, Calif., is not participating.

The six semifinalists will present strategy on Jan. 28-29. Following a cut to four agencies, finalists will present creative in early February. A decision is expected by the end of February.

The review is being led by Effective Marketing Strategies in Surprise, Ariz.