Alturas Communications Launches Multicultural Agency.

Meridian, Inc., a integrated strategic planning and communications for the retail industry, announced the formation of the first U.S. retail-focused multicultural agency, Alturas Communications, Inc. The agency co-venture will provide retailers with a one-stop source for multicultural marketing solutions and measurable advertising targeted to the growing Hispanic, African-American and Asian consumer markets, as well as the general population.

Alturas Communications’ management team is led by former Interpublic Group executives Armando Martin and Manny Fields.

“This is a winning co-venture for us and for retailers,” said Dan Surdell, Meridian President and CEO. “Alturas will help our clients recognize multicultural trends, manage cultural preferences and maximize crossover opportunities to attract and retain valued customers. That expertise, together with Meridian’s technology and measurement processes, enhances our ability to deliver the right communications cultural mix for a retailer, whether it’s an individualized approach or a cross-cultural, urban-influenced program.”