Bromley First Hispanic Agency for Payless

DALLAS–Payless ShoeSource has selected Bromley Communications to handle an inaugural Spanish-language advertising campaign. The move follows the recent hire of Cecilia Garcia, director of ethnic marketing for the Topeka, Kansas-based client.

“They are going to get fairly serious,” said Bromley vice president of new business Pablo Trench. “For us it is a very special win because Payless has one of the best retail distributions in the nation in multicultural and ethnic neighborhoods, and has tremendous potential for growth.”

The size of the account is still undetermined. Bromley, in San Antonio, Texas, will handle creative and strategic planning; Starcom Worldwide’s StarLink subsidiary continues as media-buying agency. The selection of Bromley followed a national review. Barkley Evergreen & Partners handle’s the client’s $80 million general market account.