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Harmelin Media | Agency Profile, Contacts, AOR, Client Relationships




Service: full service, media buying & planning

Main Telephone (610) 668-7900
Main Fax (610) 668-9257
Primary Address
525 Righters Ferry Road
Bala Cynwyd, PA 19004
USA

Harmelin Media Contacts

Contacts (5/67)
Name Title State
Mary M. President PA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (610) 668-7900
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 525 Righters Ferry Road
Bala Cynwyd, PA
19004
USA

Joanne H. Founder & Chief Executive Officer PA
Jon H. Chief Financial Officer PA
Lyn P. Executive Vice President & Managing Director PA
Scott D. Executive Vice President, Digital & Technology PA

Client Relationships


Brand Service From To Media Spend
****** ******** ******* ****** AOR - media buying & planning unknown present *
****** ****** media buying & planning unknown present *
***** ********* media buying & planning 1995 present *******
**** ****** ********, ***. media buying 2013 present ********
********** **** media buying & planning 2012 present ******

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WinmoEdge

Campaign Imminent: El Pollo Loco reviewing creative after moving media


Subject: TV, direct response (DR)

Company: Winmo profile), QSR chicken chain with more than 430 company owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah

Update (10/3): After moving media to Vulnerable Account Index (VAI) in summer 2014. 

El Pollo is the fourth major chicken QSR that we know of to move agencies this year (research Zaxby's agency relationships are well past average AOR tenure (2.5-3 years), 

A new creative agency hire means a new campaign should be on the way for the first half of the year. Focus your pitch on radio and digital, particularly social media, since they're getting more support (more info below). In fact, Steve Sather, president and CEO, said during the Q2 earnings call that media spend has shifted to "highly targeted social advertising and we think that's the future." An advantage securing larger buys should go to those in California, where 85% of El Pollo's locations are found. 

Incumbent: BSSP has been creative AOR since 2012.

Update (5/10): During the Q1 earnings call, El Pollo Loco CEO Steve Sather elaborated a little on the company’s upcoming marketing plans. For starters, El Pollo Loco is shifting media this year and will be running more radio and digital. Additionally, the chain will engage in more local store marketing efforts and has added some external signage. As a part of this shift, dollars will also be moving away from TV, allowing in-store trial events and direct mail to increase. 

The company’s marketing calendar is going to better educate the consumer. To that end, the company is looking to focus media on its current menu versus promoting LTOs.  He did eventually mention that he didn’t want to give away the marketing calendar for the balance of the year, but this should give you a good jumping off point.

Sellers, Harmelin Media recently won the El Pollo Loco account (more below), so be sure you are reaching out to secure these radio, digital and direct dollars. Agencies – continue to engage decision makers about the creative portion of this account. Creative reviews often follow media and vice versa. Also, BSSP has been on creative since 2012, well past average AOR tenure (2.5-3 years). 

Below was originally published on 4/25:

OpportunityHired here) and a new ad campaign is slated to break this spring. Therefore, start engaging Harmelin right away since it's likely they're already transitioning staff to the account and preparing for the upcoming campaign. Similarly, continue to engage in-house decision makers, who can provide more clarity on direction moving forward. 

Digital sellers, particularly those offering mobile extensions, should have an advantage. Steve Sather, president and CEO, said during the Q4 earnings call that the review was held to “help us more efficiently and effectively engage out target customers across a broader range of channels, including mobile and digital.” Therefore, even though El Pollo has eschewed digital for years that should change quickly. 

Furthermore, about 85% of El Pollo's locations are in California. But, keep in mind that Arizona, Nevada and Texas have fairly saturated DMAs too, opening up larger traditional and digital buys there, as well. In fact, one-third of new units opening next year will be in Texas. Also, start looking at Salt Lake at the end of the year since more units are expected to open there in 2017,

Agencies – continue to engage decision makers about the creative portion of this account. Creative reviews often follow media and vice versa. Also, BSSP has been on creative since 2012, well past average AOR tenure (2.5-3 years). 

 

Winmo profile)
3535 Harbor Blvd., Ste. 100
Costa Mesa, CA 92626
(714) 599-5000

Edward Valle
Chief Marketing Officer
(714) 599-5000
evalle@elpolloloco.com