De Lapuente is on an Arctic roll

The Diary can’t help but admire Chris de Lapuente. First, marketing’s man of steel walks 100 miles to the North Pole to raise thousands of pounds for the Future Hope charity.

Second, Chris still finds time while trekking to write a piece for MW’s Marketing Idol supplement, which was submitted only days after his scheduled return from the Arctic – though the tips on how to avoid frostbite and warding off polar bear attacks may not be of much use to the rest of the advertising world. Finally, Chris’s dedication to Procter & Gamble is such that he can’t help but come up with ad ideas in even the most barren of surroundings. Seal-flavoured Pringles may be stretching things a little though, Chris.

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