So when Abbott Mead Vickers BBDO decided to engage in one to raise money for Sport Relief, all the contenders hoped the agency boss would be on their end of the rope. The contest, which took place outside a pub near AMV's office in Marylebone, was between its BT and Sainsbury's teams, and so tested loyalties as well as girth. But despite being led by Pearman, the BT team lost after a gruelling 56.35 seconds. Scurrilous rumours that he was defeated by a bunch of girls have been flatly denied.
If there's anyone in adland you'd want on your side in a tug of war, it's Ian Pearman.