Paul Longhurst, the former media director of Ammirati Puris Lintas,
has teamed up with the media company, Booth Lockett Makin, to launch an
agency specialising in new-media opportunities - an area both claim
could define the media agency of the future.
The new operation, called Quantum New Media, will be owned 50/50 by
Longhurst and BLM and will work closely with, while being independent
The idea behind the agency is to offer advertisers media solutions in
the interactive, digital age. It launches with three blue-chip, but as
yet undisclosed, clients.
Longhurst believes clients are increasingly unsure about where to seek
advice about their changing communications requirements, but understand
the need to get to grips with the future. ’Advertising and media
agencies are in wait-and-see mode,’ Longhurst claimed.
Quantum will offer specialist advice in direct response and interactive
digital TV advertising as well as advertiser-supplied programming and
There are three planks to the agency’s service. In direct response,
Quantum aims to help clients make the transition from conventional
direct response marketing to digital interactivity.
The second aspect of the agency’s offering will help web advertisers
drive traffic to their current internet sites and the company is
importing a banner planning and buying optimisation system from BLM’s
German partner to improve the efficiency of advertising on the
At the same time, Quantum believes developments and opportunities in new
media will push media communications into the heartland of its clients’
Steve Booth, a managing partner at BLM, said: ’The media industry is
reactive when it comes to new opportunities. We’re buying ourselves time
to build our suite of services, become data rich and get our clients in