Longhurst, who joined TAP 18 months ago as an inter-active TV consultant, will lead a newly created management team that has been built to diversify the agency from its core BT television buying origins.
Previously a director at Quantum New Media and executive media director at Ammirati Puris Lintas, Longhurst will work with the chief executive, Nigel Allmond, to take the agency into new areas.
Longhurst is joined by Nigel Breckon, the former Carat director, as the head of press. Breckon has been working informally with TAP but will now take on a formal role.
The agency has also hired Jon Marchant, formerly of Granada and the business development director of Sponsorvision, to grow its sponsorship and content business.
Longhurst said: "We have put in place, very quickly, the classic media agency management structure but with added emphasis on programming and content."