"The thing that would tend to neutralize the damage that's already been done by this bad publicity is to say, 'I'm going to personally direct this investigation or have it directed under my personal aegis and I'm going to assist the British government to the full extent of my capacities and really go after this thing, '" Burke says.

NPR: U.K. Investigators Visit Moscow in Litvinenko Probe

And I'm not just talking about NHS Direct.

BBC: News | UK Politics | Frank Dobson's speech in full

Next stop: Madison Avenue, as director of global business development for Omnicon's DM powerhouse Rapp Collins, where he orchestrated direct-to-consumer campaigns for products like Mercedes Benz M Class and Pfizer's Viagra.

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