Meridee Alter has worked on the Honda account and at RPA for over 20 years. In 1995, she took what some viewed at the time as a very risky career move. She made the case to agency management to create a media department just for interactive. When she was given the new role as Director of New Media Technologies, she was told she would “oversee the media investments in new technology (the internet, on-line services, CD ROMs(!) and things we are not even aware of yet.”The latter would become truer the agency could have imagined. In 2009, Meridee returned to her media roots and now oversees the fully integrated media planning teams for Honda, La-Z-Boy and California Tobacco Control Program.