According to its swanky new brochure, the commission aims to build a reputation of being able, like the Mounties, always to get its men.

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"When you see a document being circulated with a great glossy brochure about some great new building for the European Council to sit in, it is immensely frustrating, " he said.

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The brochure from 2004 also proposed a new school, library, leisure centre, theatre and even a science museum.

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Whether or not Mid-America was in error, New Life did encourage agents, in a 1998 brochure, to have clients leave it their trust remainders.

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When Valentine talked about his new job, he offered a quote straight out of a glossy, parent-pleasing brochure.

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