Northern Lights Welcomes The Well Founder Eric Horowitz To Editorial Team

News


Last Updated: June 16, 2008 4:51 pm GMT
(New York City, New York--June 16, 2008) Northern Lights is pleased to announce the addition of Editor Eric Horowitz to its roster. Horowitz was founding partner of The Well, a New York-based editorial company, which recently closed its doors after seven years in business.

Through Northern Lights, he will be available for broadcast and new media work, as well as commercials.

"Eric has a gift for crafting narratives driven by real people and emotion," says David Gioiella, Partner of Northern Lights.

"This is a good match for both of us," adds Partner Mark Littman. "Eric is a well-respected editor, loved by clients and collaborators alike. He has done incredible storytelling-driven campaigns and fills a niche in our roster."

Eric Horowitz comes to Northern Lights with more than 20 years of editorial experience. He was most recently working on commercials on a freelance basis, and is a partner in The Cake Shop, a live music bar in the Lower East Side. As one of the founding partners of The Well in 2000, Horowitz built it into a successful business, creating a hands-on environment for his clients and in-house talent, and contributing to campaigns MasterCard, Sprint, Lay's, Avis, Accenture, Ben Sherman, and Kohl's to name a few. The decision to close the company came in 2007 when their building management decided to turn it into a residential co-op.

"We had a good run, and wanted to go out on top," explains Horowitz. "It was the smartest decision I ever made. I still loved to edit, but didn't want to manage people and run a business. This partnership with Northern Lights is built from mutual respect. David and Mark understand that I have no interest in doing work 24 hours a day. I'm eager to pursue personal projects outside of advertising, which will challenge me creatively. Now I have the creative and production support behind me to go out there and explore."

Horowitz launched his career as an apprentice and assistant at Bender Editorial, where he learned from Jerry Bender, and worked as Hank Corwin's first assistant. As an editor at The Big Picture for two years, he made his mark on commercials for CNBC, AT&T and Folgers. He then went to Progressive Image Group for seven years where he cut spots for Gillette, NEC, TD Waterhouse, QVC, Planter's Peanuts, Three Musketeers, and California Grapes before opening The Well.

"I really admire what David and Mark have done with their company," concludes Horowitz. "They came up from grassroots and have followed a smart business plan. They understand the marketplace and its changes, and are set up to deal with them. I was attracted to them for many reasons: their rep, Ilene Silberman, their great space and state-of-the-art tools, and access to talented people in visual effects, music and sound design - all within the company. We're very much on the same wavelength, and I feel I have a lot to offer as part of the creative team here."

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