Ad firm Priscomm, four others form tech-focused agency

Priscomm, a Costa Mesa-based advertising agency, is one of five companies involved in a roll-up deal that creates one entity called Wirestone, headquartered in Emeryville, Calif.

Wirestone employs 80 and will target the ebusiness market for mid-size companies and dotcoms. Together, the five companies project revenue of nearly $20 million in 2000, which will plug it into Adweek magazine's 40 largest interactive agencies. Sapient, based in Cambridge, Mass. tops that list with $276 million in 1999 revenue and 2,011 employees.

Priscomm will take the Wirestone name, and Priscomm principal Allan Karl becomes a vice president with the new company. The four other companies' principals also are becoming Wirestone vice presidents. Priscomm, with $7 million in 1999 billings and 17 employees, ranked No. 42 on this year's Business Journal list of the 50 largest Orange County ad agencies.

Karl said Wirestone will focus on e-business strategies, traditional and online marketing and advertising with "compelling design," meaning media-rich through the use of technology like video and audio streaming. Wirestone's goal is to become a national presence, then expand internationally within five years, he said. Wirestone was set to launch its web site this week.