DETROIT -- Two former GlobalHue executives last week launched a multicultural shop, called Alturas Communications, to target retail clients.
Armando Martin and Manny Fields formed Alturas in alliance with Meridian Communications, which does circulars for Kmart. Ultimately, Martin and Fields are responsible for Altura's bottom line, but will also share resources with Meridian.
Alturas is a Spanish word that translates to "height" or "stature." "The idea of Alturas is really going to a higher standard, a higher stature," said Martin, 46. "We hope our company will be on higher ground. The same way we want to help our clients and their products, brands and services go to higher ground."
Alturas is based in Denver, with offices in Miami and in Meridian's Troy, Mich., headquarters. The shop plans to debut a Los Angeles office, whose focus will be on the Asian American market, by year's end, Martin said.
The agency is working with Kmart on a magazine and catalog called La Vida that targets Hispanic consumers. Starting on Sept. 15, the publication will be wrapped around Spanish-language circulars for the retailer. Kmart, via Meridian, began translating its ads into Spanish last month to reach the U.S.'s growing Hispanic population.
Martin formerly was svp and account manager at GlobalHue in Southfield, Mich., where he oversaw Kmart's Hispanic media, marketing, promotional and grassroots efforts. Fields, 38, was svp and group account director at GlobalHue, working on Kmart and American Airlines.
GlobalHue, previously an African American shop known as Don Coleman Advertising, renamed itself in April after expanding with the acquisition of Hispanic shop Montemayor y Asociados that month; it bought Asian American agency Innovasia in July.