In fact, we could have sworn the paper was talking about Saatchi & Saatchi's new head, Robert Senior.
For a start, the description of "Kershaw" begins with the line: "The decision to entrust Labour's ad campaign to the agency that coined 'Labour isn't working' was a shot across Tory bows." Hold on, surely Saatchis won the Labour account, and not M&C Saatchi (an agency that makes no secret of its Tory allegiance).
Diary also discovered that a reporter from the Standard had enlisted the services of a trusted Diary source to get the lowdown on both Kershaw and Senior. Surely this can't mean that the supplement has mixed the two up? Can it? So who is the most influential, Kershaw or Senior?
Confusion aside, there were a number of adland bigwigs in the list. The usual stalwarts, such as the three Sirs - Martin Sorrell, Frank Lowe and John Hegarty - were present, alongside a number of whippersnappers from the digital arena with entries for Mark Cridge and Wayne Arnold in the New Media section. Mother's Robert Saville also made an appearance.