El Pollo Loco named goodness Mfg. agency of record on its $15 million advertising account. The agency will handle strategic marketing and communication needs, including English- and Spanish-language creative (broadcast and digital), in-restaurant merchandising, and local restaurant marketing. First work will appear in late May. El Pollo Loco also recently tapped MBMG as its media strategy and buying partner for general market and Hispanic media and Interpublic Group's ID Media to oversee the strategic planning and implementation of print media and couponing.

Mohegan Sun named People Ideas & Culture as its agency of record, following a review. PI&C will lead a new collective of agencies brought together to win creative and media duties. Naked Communications will oversee marketing and channel integration; Profero and T.A.G. will manage digital/social media and production, respectively; and Horizon Media will serve as media agency. The first work will break this spring. The incumbent was Kirshenbaum Bond Senecal + Partners; Arnold, Publicis and Cramer-Krasselt were finalists in the review.

Following a review, Bank of the West, San Francisco selected Heat, San Francisco, as its advertising agency of record. Other finalists were Butler, Shine, Stern & Partners, Eleven and DeVito/Verdi. An undisclosed budget will support broadcast, outdoor, mobile, online, print and experiential advertising, plus sponsorships. First work, focusing on customer service, will break in Q1 2011.

Sonic tapped Goodby, Silverstein & Partners as its lead creative agency on its $140 million advertising account. Barkley previously handled the work.

Draftfcb successfully retained lead creative chores on Gevalia's $2 million advertising account.