Jonathan Durden in to spice up the Big Brother house

LONDON - Jonathan Durden, one of the founders of the media agency PHD and now a partner at Miles Calcraft Briginshaw Duffy, has entered the Big Brother house as a contestant.

The flamboyant character, who made millions from selling the agency he founded with David Pattison and Nick Horswell to Omnicom, had been open in his desire to appear in the show and impressed 'Big Brother' producers at auditions.

His colourful personal life and professional achievements are set to provide fodder for the tabloid newspapers as he competes with the likes of Chanelle and Shabnam for the £100,000 prize money.

During 30 years in the media industry, Durden has become a millionaire through the sale of PHD, and has developed several sidelines including the restaurant industry and music management. He has also written a novel called 'Essex Drugs and Rock and Roll' which is being turned into a film script.

Last month, Durden quit PHD, where he was president, to join ad agency Miles Calcraft Briginshaw Duffy as a partner.