The demure, bespectacled and conservatively dressed Bogle is terrifying. His obsession with his agency has only deepened over the years, and his hard-nosed, hard-working approach is something he tries to breed into his agency's culture. Bogle shuns the limelight and has a reputation for never being satisfied. "I don't think that's a particularly good way to be," he says, "but that's the way I was born." His intellect only serves to make him scarier.
2. Sir Frank Lowe
"Getting rid of Frank was a dreadful mistake," one Lowe associate said of Sir Frank. They were right. The infamous adman whipped up a frenzy when he announced he was returning to the front line at the tender age of 64 to set up The Red Brick Road with Lowe's Tesco client in his pocket. Many suggested that the irascible, demanding, but brilliant communicator may find it tricky to curb his inclination to meddle with the new agency. Never scared to throw a "fuck" around in a meeting.
3. Tim Delaney
As one of advertising's greatest copywriters of all time, Delaney has inspired admiration and horror in equal measure. His infamous hot temper has, to be fair, mellowed over the years. But be warned. Insult his agency and you'll be called a "tit" and be on the receiving end of a tongue-lashing.
4. Nick Bell
One of JWT's Chelsea mafia, Bell is a hard taskmaster who strives to ensure the agency's creative output improves to match its heavyweight clients, sometimes at the expense of the shredded nerves of a junior. He and Alison Burns, JWT's chief executive, are both known for their strong opinions. Will sparks fly?
5. Stan Myerson
Northern & Shell's lean, tough and unsentimental attitude towards its commercial team stems from Myerson himself. Aggressive and intimidating, he is the man at the head of the sales efforts of Richard Desmond's media empire. In an industry that takes no prisoners, he is known for his rod-of-iron approach. But there again, he has a good teacher.
6. Chris Locke
West Ham-supporting Locke has the sort of shoot-from-the-hip, say-it-as-it-is bluntness that really cuts through. A tough buyer, he is known for his use of a certain four-letter word in presentations, but he no longer carries his Stanley knife, the Hammers fan's weapon of choice.
7. Jerry Buhlmann
Aegis Media's European chief executive is renowned for his uncompromising management style - he's not everyone's cup of tea. No-one was in any doubt about Buhlmann's ability to restore discipline and order to Carat, nor were there any real surprises about the manner in which he achieved this.
8. John O'Keeffe
O'Keeffe heads the creative output of Nigel Bogle's empire. Need we say more? One of London's most opinionated creative heads has had more than his fair share to moan about this year. The pressure gauge is rising in tandem with the agency's Turkey tally.
9. Guy Zitter
Zitter's bone-dry sense of humour can be terrifying. His right-wing posturing and political incorrectness can also be vicious. A man who epitomises the archetypal media bon viveur is definitely someone to spend a lost afternoon with after a long lunch, although only if you're in his good books.
10. MT Rainey
"So clever it's intimidating," says one source. Rumoured never to close the door when giving staff a good bollocking, so the whole agency also gets a taste of what they'll be in for if they cock up, Rainey shows no hints whatsoever of losing the fierce passion for her business.