Beck’s Picks Multicultural Agency

DETROIT Beck’s North America has selected Alturas Communications as its first national multicultural agency without a review.

The initial work will target Hispanic consumers in New York and Miami with outdoor transit and radio spots. Scheduled to roll out in April, the effort’s creative will be based on the new Beck’s “Life Beckons” TV ad campaign launched March 13 and developed by Leo Burnett, Chicago. Alturas will develop its own creative interpretation of the campaign, which is aimed at self-confident Hispanic consumers.

Alturas is headquartered in Denver with offices in Troy, Mich., Los Angeles and Miami and is affiliated with Meridian Advertising, Troy. Heading the agency are Manny Fields and Armando Martin, two former executives with the Southfield, Mich.-based GlobalHue, whose client roster includes Miller Brewing Co. Beck’s is based in Stamford, Conn., and is a subsidiary of Interbrew.

Spending on the multicultural effort was undisclosed, but the brewer spent a total of $3 million on advertising last year, down from $7 million in 2001, per CMR.