CRAIG DILOUIE, Principal
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AD EXECUTIVE

Craig began his career as an ad man, working in a variety of positions at Creative Marketing Alliance, Inc., a marketing communications firm based in New Jersey. While at the agency, Craig helped clients ranging from hotels to associations to manufacturers of motors and drives to build positive brand and sales. The agency's primary clients, however, were in the lighting industry, offering energy-efficient lighting for commercial buildings as a way to reduce operating costs and help the environment. These clients included Advance, MagneTek, Lutron, Leviton, Philips, NALMCO, NAILD and NAESCO.

Craig worked in all areas of the ad agency and ended his tenure as a vice president, serving as account executive for the agency's largest accounts while managing a department that performed public relations, magazine publishing, conference planning, ad and collateral copywriting, video production and training program development.

PUBLISHED AUTHOR

While at CMA, Craig wrote more than 100 feature articles that were published in a wide variety of trade magazines preaching the message of energy efficiency. He also wrote two training manuals and two books published by The Fairmont Press. The training manuals were used by NALMCO to support its lighting technician certification program. One of his books, The Lighting Management Handbook, was used by the NCQLP as a primary source for its LC exam. The other book deals with electrical system specification and design. Craig’s other love is fiction; his first novel, a psychological thriller titled PARANOIA, was published in January 2002.

PUBLISHING EXECUTIVE

This extensive lighting communications background earned him a move to the position of editor-in-chief of Architectural Lighting Magazine based in New York City. He later became publisher, upgrading the publication's editorial, circulation, services and industry participation and transforming Architectural Lighting into the industry's most popular, well-respected magazine. He launched Lightforum.com, which generated more than four million hits, and served on the IES Educational Materials Committee.

Prior to leaving Miller Freeman/VNU, he was promoted to publishing director, with responsibility for a $20 million division that included Contract, Facilities Design & Management, Architectural Lighting, Kitchen & Bath Business and Hospitality Design.

MARKETING COMMUNICATIONS EXPERT

All of this experience culminated in Craig pursuing his dream in March 2001, to found his own firm and work with a select group of clients, helping them visualize their marketing goals and plans, then execute them to build brand and sales. He is a member of IESNA and a press member of IALD.