So it's only fair that he should treat himself. But just how generous the bird-magnet is towards his favourite cause, himself, is rather humbling.
He has just bought an Aston Martin DB9, a car Jeremy Clarkson says is "like everything mankind knows about excitement and machinery and technology has finally come together in an orgasm of absolute, thrilling and total harmony".
Yes, Senior now drives a £103,000 orgasm to work. The recession plainly hasn't hit the Saatchi & Saatchi boss yet (except maybe around the hairline).