TAP names Longhurst as consultant

Paul Longhurst, who recently quit his role as the chief executive

of Quantum New Media, is joining The Allmond Partnership.

Longhurst will take the role of consultant at TAP's interactive TV

division, Ape TV. At present, the division works for TAP's biggest

client, BT, and COI Communications on interactive TV projects.

A founder of Quantum in 1998, Longhurst was previously executive media

director at Ammirati Puris Lintas. He left Quantum after his strategy

for growth, both geographically and in terms of interactive solutions,

was put on hold. He sold the majority of his 50 per cent stake in

Quantum to its co-founder, BLM Group.

Longhurst said: "I'm going into TAP to help improve its interactive

capability and to develop Ape TV."

"Interactive TV has been through the dotcom problem and is about to

experience a renaissance. Sky, Carlton and the BBC are getting to grips

with it and it's now up to advertisers to play with formulas," he


TAP has developed several interactive TV solutions for BT. The latest of

these was an interactive version of Who Wants to be a Millionaire?,

developed with Carlton, which launches on Saturday.

Part of Longhurst's role is to widen Ape TV's client base beyond BT.

He said: "My involvement with TAP is based around the need to find ways

of bringing new thinking to clients."

TAP handles BT's media buying and some of its interactive activity.

Its other clients include Callaway Golf and Media Insurance Services.

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