Accounts on the Move
Monday, October 17, 2016
  • El Pollo Loco
    Vitro
    El Pollo Loco restaurants named Vitro as its creative agency of record, following a review managed by AAR Partners. The San Diego-based agency will handle all research, strategy, production, and integrated communications across television, radio, digital, and out-of-home elements. Butler, Shine, Stern & Partners previously handled the account.

    "Vitro's strong vision and creative approach to driving brand distinctiveness and restaurant level performance made them an exciting choice for us," said Ed Valle, chief marketing officer of El Pollo Loco. "Vitro is known across the industry for their innovative business solutions and we are looking forward to working together as we team up to create programs that engage our consumers and continue to drive awareness of our brand."

    El Pollo Loco spent $16.7 million on measured media in 2015 and $8.1 million the first six months of 2016, according to Kantar Media.

  • Ferrero Chocolates
    TMW Unlimited
    Ferrero selected TMW Unlimited to serve as one of its digital and social media shops, following a competitive review. As a rostered agency, TMW Unlimited will be involved in shaping the strategic direction of the Ferrero brands in digital and social channels, they say.

    Pablo, the incumbent agency, and creative shop Haygarth, who was appointed through the pitch process will all continue to service the account in some capacity. The review was handled by Roth Observatory.

    First up, TMW is working on campaigns for Kinder Bueno, Tic Tac and Raffaello, with work breaking early 2017. The project will run in the UK.

    In August, MediaPost's MAD London reported that confectionery group Ferrero was prepping the brand's first TV ad in seven years to support the relaunch of the chocolate retailer.

  • PetSmart
    Huge
    Huge was awarded a digital assignment from PetSmart, tasked with creating a new digital brand presence for the brand. PetSmart's new online experience, set to launch this month, will make it easier for customers to search for the right pet products, services and information like tips, solutions and pet advice. Work will be led out of Huge's Los Angeles.
  • Fox Restaurant Concepts
    Heavenspot
    Heavenspot, part of M&C Saatchi SHARE, was named digital agency of record for Fox Restaurant Concepts, charged with creative, strategy and digital work supporting the company's 15 unique concepts. Fox Restaurant Concepts (FRC), led by entrepreneur Sam Fox, is a restaurant group of 15 concepts and more than 50 locations including brands like True Food Kitchen, Culinary Dropout, Flower Child, North Italia and Blanco.

    "The Heavenspot team instantly understood the unique personalities that differentiate our brands and drive messages," said Anita Walker, vice president of marketing at FRC. "We are excited about the great work to come and we're looking forward to our ongoing partnership."

  • Improper Bostonian
    Digital Impulse
    Improper Bostonian, a Boston-based company that offers residents information on local events, food and fashion, tapped Digital Impulse to create a new website for the publication. The agency was awarded the project following a review of local agencies in the Boston area. Work was previously handled by various agencies on an assignment basis. The new site launched this month.