GlobalHue Vets Form Startup

Two former GlobalHue executives have launched a multiethnic shop called Alturas Communications to target retail clients.

Armando Martin, 46, and Manny Fields, 38, former svps at GlobalHue, formed Alturas in alliance with Meridian Communications, which does circulars for Kmart. The pair own Alturas, a Spanish word translating to height or stature, and are responsible for their own bottom line. They will share resources with Meridian.

Alturas is headquartered in Denver, with offices in Meridian’s Troy, Mich., headquarters and Miami. A Los Angeles office, focusing on the Asian American market, is planned, Martin said.

The fledgling agency is working with Kmart on La Vida, a magazine targeting Hispanic consumers. The publication, which will begin distribution on Sept. 15, will be wrapped around Spanish-language circulars for the retailer. Kmart, through Meridian, started translating its ads into Spanish last month to reach the growing Hispanic population.

Martin oversaw all Hispanic media, marketing, promotional and grass-roots efforts for the Kmart business while he worked at GlobalHue. Fields worked on Kmart and American Airlines at the agency, previously an African American shop named Don Coleman Advertising.

Coleman renamed itself after expanding in the last year with the acquisition of Hispanic shop Montemayor y Asociados and Asian agency Innovasia.

Alturas has about 20 employees spread among the three offices, Fields said. That number will likely double over the next six months, he said.

The agency will rely on Meridian for things like research, and Alturas will assist the shop with multicultural opportunities, Martin said.

Martin and Fields have known each other and worked together in various places for 16 years. Fields was at GlobalHue for four years while Martin was there for a year.