Much like those who manage Mr. Speedy, the Alka-Seltzer man, Tony the Tiger or Colonel Sanders, those representing former living brand icons know how, where and why they should make their star appearances.

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Mr McGuirk saw that speedy response wasn't enough: prevention was the key.

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Those who switched late from Ms Rousseff might find a speedy move to Mr Serra too dizzying to contemplate.

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