Laurin McCracken, AIA, MCRS, FMP,
Earns SMPS Marketing Achievement Award

Alexandria, Va. Laurin McCracken, AIA, MCRS, FMP, has received the Marketing Achievement Award from the Society for Marketing Professional Services. The award, SMPS’s premier national honor for marketers, recognizes individuals who demonstrate outstanding achievements in marketing for the Architecture/Engineering/Construction industry. McCracken received this prestigious award at the Society’s annual conference in Minneapolis this August.

A registered architect with a B.A. and Bachelor of Architecture from Rice University and a master’s degree in Architecture and Urban Planning from Princeton University, McCracken has been marketing professional services for more than 20 years. He currently holds the position of Vice President at HNTB Architecture, and works primarily out of that firm’s Alexandria, Va., and Kansas City, Mo., offices. In this position, McCracken oversees the marketing efforts for HNTB’s architectural services. Prior to joining HNTB, McCracken was Vice President at RTKL. There he reorganized the marketing focus of the firm and lead its re-imaging into new markets. Under his direction, RTKL expanded into global markets and produced billings in 32 countries.

McCracken twice reformatted the firm’s corporate identity so that the marketing materials of the firm were more responsive to the changing market place and produced an outstanding newsletter that became the most popular in the industry. McCracken’s marketing career started at Lohan Associates as Director of Marketing. While at Lohan Associates (formerly FCL Associates) he created a marketing plan that concentrated on corporate headquarters and corporate facilities. During the awards presentation, McCracken was cited for his role as leader, role model, visionary and pioneer, and was described as a man who exemplifies professional excellence.

1996-97 SMPS President Julie G. Luers, FMP, commented, "It is fitting that Laurin McCracken has received SMPS’s highest honor, The Marketing Achievement Award. SMPS is proud to honor him in this way, but it should be known that Laurin’s countless contributions to our Society and our profession far surpass any award we can bestow upon him." McCracken is the kind of man who believes in "giving back" to the profession, and has served in leadership positions in many volunteer associations including the Urban Land Institute, the International Development Research Council, the International Facilities Management Association and the International Association of Corporate Real Estate Executives. For SMPS, McCracken participated in the founding of the Chicago Chapter, served as President of the Dallas-Fort Worth Chapter, was on the national Board of Directors, served as the National President in 1987-88 and continues to be in demand today as a speaker.

McCracken also serves as an advisor to the architecture and/or business schools at the University of Texas, Rice University and the University of Wisconsin. As the Marketing Achievement Award recipient, McCracken takes his place in the pantheon of great marketing professionals who have furthered marketing in the built and natural environment. Previous recipients include: Diane Creel, Weld Coxe, Joan Capelin, Janet Goodman Aubry, Thomas Page, Bill Hankinson, Lisbeth Quebe and Nancy Egan.

Founded in 1973, SMPS is the only national association that delivers the necessary tools to promote marketing and management success in the A/E/C industry. Its more than 3,500 members are active in 46 chapters located throughout the United States. For more information on McCracken or SMPS, contact the Society’s national office at 800-292-7677, ext. 224.