Creative Latitude Elects Promotions Manager

Creative Latitude, a global initiative established to unite various creative disciplines for the purpose of unified promotion, education and ethical business practice, has recently elected Howard Theriot to serve as the official promotions manager for the group.

November 30, 2004 -- Catch Light Productions has been all about big ideas since 1989. That's when Howard Theriot founded the firm--fresh out of college and with little more to his name than a diploma and student portfolio.

Howard started with a big idea--one that he's still immersed in after 15 years in business. His idea has been, and is now, to bring big-agency results to small and medium sized organizations that have traditionally had to settle for less. In the early years, he accomplished this by constantly challenging himself to succeed in new and different roles. Designer, salesman, production manager, illustrator and photographer--you name it, Howard did it.

As the firm has expanded, Howard has managed to avoid many of the pitfalls encountered in a growing agency by keeping the firm lean. He has accomplished this by cultivating a network of independent professionals, rather than attempting to hire and maintain a large staff. Howard believes that it's been easy to stay focused on this strategy, because almost every new client has at least one story that reinforces the need for a firm like Catch Light Productions. "It bothers me when I see an organization settle for second-rate work because their budget has been eaten up by a small handful of ridiculously expensive projects," he says. Howard is more than happy to take on new clients disillusioned with big agency grandeur. He's also happy to pick up some of the awards usually reserved for these firms, and has received a number of accolades from organizations such as the Texas Marketing Commission, American Advertising Federation and the Printing and Imaging Association of Texas.

Howard Theriot is also the founder and active administrator of The Commpiled Network (www.commpiled.com), a marketing communications resource site made possible through the collaborative efforts of many independent contributors with a single goal in mind: to build the most comprehensive marketing communications network available anywhere--online or off. The community forums have been developed to encourage interaction between anyone whose professional life involves marketing communications: small business owners, ad agencies, creatives, talent, students, corporate marketing execs, printers, you name it.

The latest in Howard's joint ventures is with Creative Latitude (www.creativelatitude.com), a global initiative established to unite various creative disciplines for the purpose of unified promotion, education and ethical business practice. In addition to great resources for creative professionals, the website also provides detailed work profiles and links to freelancers such as graphic designers, writers, photographers, and illustrators to help buyers find the talent they are looking for.

Creative Latitude was founded by a group of independent creative professionals led by Catherine Morley of Bandar Seri Begawan, Brunei Darussalam, and Neil Tortorella of North Canton, Ohio, USA, and grew to more than 100 founding members. The whole shebang is volunteer-based and totally dependent on member participation. What better group of people to elect Howard Theriot as their official promotions manager?

The experience gained through developing the hub agency structure of Catch Light Productions and the all-inclusive Commpiled Network make Howard Theriot the perfect candidate to serve as promotions manager for such a noble group as Creative Latitude. Howard happily accepts the honor.

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