Longhurst joins BLM to open new-media arm

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.

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

from, BLM.



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

the internet.



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

internet.



At the same time, Quantum believes developments and opportunities in new

media will push media communications into the heartland of its clients’

business.



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

first.’



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