The idea for its commercial, however, may not be one cooked up by E-Trade ad agency Grey Group.

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But Wiedemann, who founded the direct marketing unit of Grey Global Group (nasdaq: GREY - news - people ) and until a few months ago was running Responsys, a Silicon Valley online marketing firm, does the bidding of one of America's most implacable bosses: Chicago billionaire Samuel Zell .

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The last member of the group, a slight, nervous-seeming man with a grey goatee had retired this past summer after 40 years of teaching math in a Fort Worth high school.

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Baroness Tanni Grey-Thompson, a crossbench peer and member of the all-party parliamentary disability group, said the government needed to "think again".

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Signature programmes include Beyond Grey Pinstripes, a global data base and report card on MBA business education, and the Corporate Values Strategy Group, a forum for business leaders to promote change in policy and business practice in pursuit of long-term value creation.

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