The eccentric Durden, who left PHD last month to become a partner at ad agency Miles Calcraft Briginshaw Duffy, was described by Channel 4 as a 'millionaire businessman,' and by himself as 'clever, funny, fearless and fat'.
He has postponed his upcoming wedding to take part in Big Brother 8, making no secret of his desire to appear on the TV reality show.
"No one has ever been more prepared than me to go into the Big Brother house. Basically I'm doing it because I'm a complete egomaniac...I'm in there to win it," he said.
Durden entered the house on Friday alongside data entry clerk Brian Belo, tree surgeon Liam McGough and male model Billi Bhatti. He won the chance to compete through a Media Week competition.
United Kingdom
Durden is 'there to win' Big Brother
LONDON - Jonathan Durden, co-founder of media agency PHD and former Media Week columnist, was one of four new male contestants to enter the Big Brother house on Friday night.
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