LONDON: The founding partner of the UK's PHD media agency, Jonathan Durden, is taking part as a contestant in the British version of the controversial reality television show, Big Brother.

Durden (pictured) sold PHD to the Omnicom Group in 1998, with his co-founders David Pattison and Nick Horswell. He left the network last month and, following his stint in Channel 4's BB house, is to be a partner at the Miles Calcraft Briginshaw Duffy agency.

The "portly tycoon" worth "£5 million" - as described by red-top tabloid The Sun - reportedly impressed the show's producers at auditions and had long expressed a desire to take part.

Data sourced from Brand Republic (UK); additional content by WARC staff