MPG picks Durden for top creative job

Jonathan Durden, the co-founder of PHD, is returning to the media agency world as the creative partner of MPG.

Durden will work alongside the MPG chief executive, Marc Mendoza, and his senior management team on identifying ways of improving the quality and impact of the work produced by the agency for clients.

Since leaving PHD in early 2007, Durden has faced the media spotlight as a Big Brother contestant and then published a novel, Essex, Drugs & Rock 'n' Roll. He also took on a part-time role as a partner at Miles Calcraft Briginshaw Duffy.

Durden will continue to be involved with MCBD, but said that his role there was being scaled back to non-executive status.

He added that his job at MPG would focus on help- ing the agency improve its levels of "creativity and innovation" and that he would act as a change agent: "I'm not coming back in as a media planner but to apply what I've learned over the years to this company."

Mendoza said that Dur-den's brief would be to "tell us what to do, to harass us - but intelligently so".

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