The WPP Group agency, based in Irvine, Calif., beat out finalists Krueger, an independent agency in Los Angeles, and Grey Global Group's Grey Worldwide, also Los Angeles.
Former agency Dailey and Associates, Los Angeles, did not participate in the bid run by consultant Effective Marketing Strategies, Phoenix.
Worked with KFC
"We looked for several qualities
Y&R in May will break its first integrated marketing campaign that highlights El Pollo Loco's marinated, flame-broiled chicken. The marketer's Hispanic agency, Cruz/Kravetz: Ideas, Los Angeles, which also participated in the review, will work closely with Y&R.
The 27-year-old chain, owned by equity investment firm American Securities Capital Partners and company management, is working through a transformation program including a new store concept and new menu items. The chain is headquartered in Irvine, Calif.