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Simon Cowell, the sharp-tongued judge of the X-Factor and Pop Idol television shows, is helping his brother John expand his construction marketing business into the USA.

Television鈥檚 Mr Nasty offered to introduce his brother to leading marketing and public relations agencies in Los Angeles during a family lunch at Harrods last Saturday. Simon Cowell is a star in LA and the USA in general because of the success of his show American Idol.

John Cowell said: 鈥淚t is something that I have been thinking about, and Simon has encouraged me to do it. I think it would be good fun.鈥�

John Cowell鈥檚 company, Cowell Consulting Project Partners, has four clients. These are Wallis, the interiors business of contractor Kier, quantity surveyor Baker Mallett, building services firm Banyard LHP and East Sussex construction group Orostream.

His business specialises in introducing clients to other firms in the industry, and on the presentation of key documents, such as annual reports. John Cowell would seek out a similar business or a PR firm that works in construction in the USA, and would fly over for a few days each month.

He would then help US clients break into the UK market and British clients penetrate the American market. John Cowell got the initial idea after several US firms approached him about other potential ventures to exploit his brother鈥檚 fame.

John Cowell admits that he is cashing in on his brother鈥檚 status but insists it is then down to him if the businesses stand or fall.

He added: 鈥淭he expansion will happen next year, as Simon is going back to America in January or February.鈥�

In the UK John Cowell is looking for two additional clients: an architect and a structural .