BY CAROLYN GIARDINA
FORT LAUDERDALE, Fla.-Joey Princz is stepping away from the commercial post industry to partner in full-service interactive agency AgencyNet Interactive. In July, he is scheduled to exit his position as an editor/designer at PrinczCo Productions, the New York-based post house founded by his father, Gary Princz.
AgencyNet Interactive (www. agencynet.com) was founded two years ago in New York by CEO Richard Lent. A year ago, it moved to Fort Lauderdale, Fla., where Princz will serve as chief design officer. Meanwhile, the company will maintain a satellite office in New York, housed in a portion of the PrinczCo space.
Joey Princz’s brother, Danny Princz, will serve as AgencyNet Interactive’s New York-based creative director while maintaining his full-time position as a designer/animator at PrinczCo. Joey Princz said AgencyNet would likely tap PrinczCo for some postproduction services.
Princz explained that part of the company’s mission is "to provide solutions for ad agencies who have ideas [for advertising applications using new media] and may not know how to execute them." Noting that the skill sets and tools used to produce interactive media are quite similar to those required to create traditional TV ads, Princz commented that he was looking forward to "bringing my advertising knowledge to broadband markets."
Past And Future
Joey Princz spent the past seven years as a full-time PrinczCo employee. He worked part- time at PrinczCo for four years before that. Among his most recent assignments was a Castrol oil campaign for Hampel Stefanides, New York. Princz served as designer/editor. The campaign has not yet aired.
"I firmly believe that the future is going to be broadband, high-speed access to the Internet, and that the convergence of audio and video in the Internet will [accelerate]," Lent explained. "I’ve been involved in the Internet from the beginning. I have the knowledge and experience. … Joey’s background in video and editing lends perfectly to my vision of the future of AgencyNet. It’s a perfect match."
Lent said the company has worked primarily on marketing projects direct for clients, but expects that Joey’s knowledge of the ad business will bring more agency clients.
AgencyNet recently completed a promotional CD-ROM for MCA Records. At press time it was developing an e-commerce Web site for Chicago-based Victor Technologies.Aims To Bring Skills To New Media Arena.
