PGC Claims All of Taco Bueno

PGC Advertising’s long- term relationship with Taco Bueno was key in its defeating four other finalists in a review for the creative portion of the restaurant’s estimated $5-6 million account.

After handling the client’s media planning and buying for the past 13 years, the Dallas agency has been awarded creative responsibilities for the fast-food chain.

“We already had a good working relationship with PGC,” said Scott Terraciano-Spence, Taco Bueno’s vice president of marketing. “We liked the quality of their thinking, their creative and their ability to work with our partners.”

Other finalists in the review were Brann Forbes, Levenson & Hill and The Loomis Agency, all of Dallas, and Jordan Associates in Oklahoma City.

Mendelsohn/Zien Advertising of Los Angeles previously handled the creative account, but a conflict arose after that shop acquired Hardee’s business. Hardee’s is owned by Taco Bueno’s former parent company, CKE Enterprises.

Taco Bueno’s 4-year-old campaign from Mendelsohn/Zien featured Señor Bueno, a wise-cracking hand puppet with a magic-marker mustache.

In the review, the five finalists were not asked to conceive a follow-up campaign. They were given a positioning, rather than a creative, assignment. Presentations were held Feb. 28-March 1.

“We allowed their previous creative work to speak for their creative abilities,” Terraciano-Spence said.

“It was strictly strategic brand positioning, which will ultimately influence advertising and communications,” said PGC Advertising president Tony Dam-micci. “Our experience with their business, combined with our people, was an important factor.”

Both Terraciano-Spence and Dammicci declined to comment on the particular aspects of the agency’s successful marketing presentation. All they would say is that the strategy coincided with Taco Bueno’s philosophy of setting itself apart from the competition.

Taco Bueno operates 125 locations in Oklahoma and Texas.

New advertising will break later this spring.