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Diary: Sugden inspired by Pole

Michael Sugden, the managing director of VCCP, has recently devised his own ending to the saying "if you can't beat them, join them", by taking the new stance of "if you can't beat them, hire them".

Avid Diary readers will remember that Sugden took part in a gruelling "race to the North Pole" a few months ago, coming home in a very respectable second place.

But so impressed was he with the efforts of the winning team (which beat his by a whopping two-and-a-half days) that he has now hired its female member, Stephanie Brimacombe, as the agency's new head of PR ...

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