Payless Shoesource


A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  • Ulta Beauty

Ulta Beauty, one of the nation’s largest beauty retailer, has appointed Interpublic Group’s McCann as creative AOR and Mediahub as media planning agency.  The company reported total advertising costs last year of US$212.7 million last year, according to its 2016 annual report.







  • Nissan

Nissan and Univision Communications Inc.(UCI) have extended their partnership for a third year, expanding the live concert tour element of the partnership to a series of performances by Latin GRAMMY® and GRAMMY® award-winning artist Juanes under the Nissan Presents: Road to Innovation Tour. The multiplatform program is once again integrated into Univision’s annual broadcast of The Biggest Night in Latin Music®, the 18 Annual Latin GRAMMY Awards® as the official automobile sponsor. A new addition is the Road to Innovation concert tour, which this year included eight cities through November 14, and featured performances by Juanes in Chicago, Dallas, Las Vegas, Los Angeles, Miami, New York, Phoenix and Washington, D.C. In addition, the 360◦ promotional campaign – including social media influencer elements featuring Nissan vehicles – encourages customers to participate for the opportunity to attend the 18th Annual Latin GRAMMY Awards in Las Vegas on behalf of Nissan. To maximize the Juanes concert tour, all DJ sets and refreshment areas were branded with the names of Nissan vehicles. A native of Colombia, Juanes is a multiple award-winning singer, songwriter and guitarist, who has captured the hearts of millions of followers around the world including the U.S. and Latin America. Both Nissan campaigns are supported by a combination of UCI television, radio and digital elements in addition to local crew remotes and on-site activations and promotions. An original Facebook video series also integrates music and Nissan vehicles driven by a social media influencer.

  • Mazda North America

The Univision Creator Network (UCN) has partnered with Mazda North American Operations (MNAO) for a new digital and social campaign that connects Hispanic American consumers with the brand’s core values. In the digital video series, UCN influencer Alan Estrada visits Hiroshima and takes his fans on the adventure of a lifetime. The creative concept for the Mazda campaign was developed by Bravo, a full-service Hispanic marketing and advertising agency, and Univision. The videos are shared on Estrada’s social platforms and Univision’s social pages, driving increased engagement and awareness.



NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Payless ShoeSource

Payless ShoeSource, an U.S. specialty footwear retailer, has outlined several key initiatives as part of the Company’s ongoing transformation. These actions will increase efficiencies across domestic and international operations and allow Payless to reprioritize the business to focus on the customer, accelerate and expand its e-commerce business, and invest in future growth. As part of an initiative to redesign its organizational structure and better align resources, the Company is streamlining its corporate headquarters. According to Martin R. Wade, III, Interim Chief Executive Officer and Chairman of Payless, the brand is piloting a new pricing strategy and have launched Hispanic marketing in the U.S., to reach an important and currently under-served portion of its’ customer base. In addition, the brand has brought in a new Chief Strategy Officer and identified strong talent within the organization leading to several promotions, including our new Chief Financial Officer.


  • El Rancho Supermercado

Albertsons Companies, one of the nation’s largest grocery retailers, announced an investment in El Rancho Supermercado, a Texas-based retailer which focuses on stores for Latino customers. El Rancho will continue to operate as an independent company headquartered in Garland, TX. The agreement with El Rancho provides Albertsons Companies an opportunity to invest in the fast-growing Latino grocery sector. The company already successfully operates a variety of store banners in predominantly Latino areas, and together, Albertsons Companies and El Rancho can leverage their complementary strengths to better serve customers in this growing sector. Peter J. Solomon Company served as financial advisor, and Simpson Thacher & Bartlett served as legal advisor to El Rancho, respectively, and Schulte Roth & Zabel served as legal advisor to Albertsons. 

  • Goya Foods

Goya Foods, one of the largest Hispanic-owned food company in the United States, expands its North American Processing Center in Brookshire, Texas by adding 324,000 square feet of production warehouse, distribution warehouse, production office and auxiliary buildings.As the only Hispanic food company that offers consumers an entire line of low sodium, organic, diet and sugar-free products, Goya’s expansion of its cutting edge, high-tech facilities will maintain its mission to produce affordable products without sacrificing taste to national and global markets.  The expansion of this facility will help reach new consumers and strengthen the Goya brand throughout the United States and internationally including Latin America, the Caribbean, Europe, Africa, and Asia. The expanded facility, with an expected completion in 2018, will also feature a total of 29 new dock doors for domestic and international distribution.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

NOTE: Portada has currently a 25% Discount Offer to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

    • Puerto Vallarta

Puerto VallartaVRTC was selected as the agency of record for Puerto Vallarta in the United States.  Puerto Vallarta is a Mexican resort town located on the pacific Coast in the state of Jalisco. VRTC  is a Houston, TX, headquartered agency which also has offices in Los Angeles, CA, and Mexico City.




  • Los Angeles Dodgers

The Los Angeles Dodgers announced that Walton Isaacson (WI) has been named the team’s advertising/marketing agency of record for 2013. WI will report to Executive Vice President and Chief Marketing Officer, Los Angeles Dodgers, Lon Rosen. “We’re thrilled to be associated with one of the world’s most iconic sports franchises,” states Aaron Walton, co-founder of WI. “The Dodgers are essential to the lifeblood of Los Angeles, and we look forward to working with Lon Rosen and his colleagues in what is truly an exciting new era at Chavez Ravine.”About Walton Isaacson.  

  • Chicago White Sox

  The Chicago White Sox tapped PACO to provide Latino strategic planning, ideation, and public relations services. PACO will serve as the Latino public relations agency of record for the Chicago White Sox. The overarching goal is to create relevance and brand affinity between the Chicago White Sox and the Latino fan base.

  • Tampico

Tampico Beverages Inc. wants to break into the carbonated drink industry, a  move the company hopes will ultimately pave the way to expanding into different  product categories. Tampico is best-known for selling refrigerated juice  products heavily favored by Hispanic consumers around the world, but it wants to  be much more, said Scott Miller, Tampico’s chief executive officer. The company will test several flavors of carbonated soft  drinks in Chicago and Texas in the second quarter as it tries to steal market  share from Jarritos, the top-selling carbonated soft drink among Hispanics in  the U.S. Tampico will launch its first national advertising campaign in the form of  television spots and billboards this spring to help strengthen brand awareness  as it looks to build out its product portfolio. Previous marketing efforts have  been more grass roots, such as ”banners at festivals or parades,” Mr. Miller  said. “We want to get the message out that we are a national brand,” Mr. Miller  said. Once that is accomplished, Tampico will embark on a global advertising  program that would include its core markets of Guatemala, Haiti, Mexico, Brazil  and Africa.


  • Payless Shoesource

Payless ShoeSourcePayless Shoe Source assigned AOR responsibilities to Miami based MARCA for the Hispanic & Latin American markets, Adweek reports. Media planning and buying were not part of the review and those responsibilities remain at Publicis Groupe’s Optimedia.





NOTE: Portada currently offers a 25% Discount to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.