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Generally good-natured, Bruce was the chief executive at the D&D Advertising Agency. He worked closely with Amanda Woodward, as well as Alison Parker and Billy Campbell. Eventually, Bruce entered a downward personal spiral, and his relationship with Amanda became strained—which was furthered when a group of doctors, led by Peter Burns, obtained a controlling interest in D&D. Amanda, who was romantically involved with Peter at the time, was quickly given Bruce's position in the company. When Bruce expressed anger, Amanda responded with a glib remark. Later, Amanda was shocked to find that Bruce had committed suicide in her office, leaving a note congratulating her on the promotion. Following Bruce's passing, Amanda's sensitive nature began to arise again.