El Pollo Loco Puts Account Into Review

LOS ANGELES — El Pollo Logo has launched a media and creative review for its $7 million account, the client confirmed.

The 305-unit, Irvine, Calif fast food chain said it has retained search consultant Mike Marsak of Effective Marketing Strategies in Surprise, Ariz., to coordinate the review. The incumbent, Dailey and Assoc. of West Hollywood is not defending, the client said.

The review follows the hiring of Karen Eadon as vp and chief marketing officer. Before joining El Pollo Loco in early October, Eadon was VP of US marketing for McDonalds.

Dailey has handled El Pollo Logo account since 1998. In March, the agency launched a campaign built around the theme “When things get crazy, you need El Pollo Logo” and introduced a new animated mascot named “Loco.”

According to agency evp Tom Lehr, Dailey declined to defend the account. “We’re very proud of the work we’ve done and the relationship we had with El Pollo Loco,” he said. “We’re parting over a difference in strategic direction.” Lehr declined to elaborate.