Bennie F. Giles III, Creative Advertising Techniques


Bennie F. Giles III, wasn’t one to sit on the sidelines.

Whether it was running his promo products distributorship and volunteering within the industry, or selflessly devoting time to his community, Giles always sought to make a positive impact.

Bennie F Giles

It’s that legacy that will live on after the former owner of Creative Advertising Techniques died on Sept. 21 following a battle with progressive supranuclear palsy (PSP).

For sure, Giles left his mark. After founding Creative Advertising Techniques in 1988, the intrepid entrepreneur built up the company so that it could count entities that ranged from Fortune 1000 companies to national associations among its clients.

Giles became prominent in promo through his volunteer work with Promotional Products Association International (PPAI). He made history by becoming the trade group’s first African American board member, serving in the role from 1994 to 1998.

If he was committed to promo, so Giles was dedicated to his community.

After moving to New Rochelle, NY, in 1996 with his family, he served on the parent teacher association at the city’s Ward Elementary School and Albert Leonard Middle School. He would go on to serve as president of the New Rochelle YMCA Board of Directors, overseeing the Y’s inaugural “YMCA First Night Rochelle.”

Giles didn’t stop there, though. He was executive vice president of the New Rochelle Chamber of Commerce, president of the Wykagyl Estates Homeowners Association, member of the local zoning board, president of the African American Art & Cultural Appreciation Council, and a missionary member of Shiloh Baptist Church. Amid all that activity, Giles still found time to coach Little League.

After calling it a day on his promo career, Giles became city clerk of New Rochelle in 2010. During his tenure, New Rochelle was recognized by Westchester County for the records management program that he established.

“He revealed in meeting the needs of the city residents and being actively involved in policy making,” an obituary noted.

Giles’ family will receive friends and relatives on Friday, September 30, at Shiloh Baptist Church in New Rochelle. The viewing will be held from 9 am to 10 am and the service will begin immediately after. In lieu of flowers, donations can be made in his memory to CurePSP.org.

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