El Pollo Loco Picks Finalists in Creative Review

Two of the three finalists in El Pollo Loco’s creative review are independents.

The sole holding company entrant is Interpublic Group’s McCann Erickson in Los Angeles. The independents are RPA in Santa Monica, Calif., and Goodness Mfg., the advertising arm of Trailer Park in Hollywood, Calif.

Major media spending on the account is estimated at $15-20 million.

The Mexican fast-food chain is seeking a shop to handle creative duties for both the general and Hispanic markets. As such, contenders are teaming with Hispanic agencies. McCann’s partner, for example, is sister shop Casanova Pendrill in Costa Mesa, Calif.

The Costa Mesa-based client, whose 400 restaurants are located primarily in California, hopes to select a winner in February.

Select Resources International in Santa Monica, Calif. is managing the review, which began in November.

Not in play are media duties, which are split between independent MBMG in Los Angeles (planning and buying in traditional media) and Interpublic Group’s ID Media in West Hollywood, Calif. (direct response media planning and buying).

The creative incumbents—independent Krueger Communications in Venice, Calif., and independent Cruz/Kravetz: Ideas in Burbank, Calif.—are not defending.