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Veteran media consultant Roger Salazar has left Mercury to launch a new firm.

The new venture, called ALZA Strategies, will offer services in media relations, crisis communication, campaigns and public affairs, but will also include specific attention to outreach into California’s growing Latino market, according to a release.

"'Alza' is Spanish for 'Rise,'” Salazar said in a statement. “With California’s economy, Latino population and political clout on the rise, ALZA hopes to similarly raise the level of media communications on behalf of clients who want to tap into Latino and mainstream markets.”

The split between the California-based Democratic pollster and Mercury was amicable. ALZA Strategies will "continue to align" with Mercury on projects of mutual interest, according to the announcement.