Those who know him well agree that the only offensive thing about Billy Mahwhinney, who this year returned to J. Walter Thompson for the fourth time, is his hairstyle.
2. HELEN CALCRAFT
Miles Calcraft Briginshaw Duffy's Calcraft is a very popular lady. She's got brains, charisma and charm by the bucketful. Rarely heard saying anything nasty about anyone, Calcraft's fan club stretches far and wide.
3. CHARLES INGE
With his big woolley jumpers, Inge is one of London's most approachable creative directors. His team loves him, not least because no matter how famous he gets, he never gets snotty. What he says is worth listening to, but his quiet and humble delivery doesn't always make that obvious.
4. JEREMY BULLMORE
You only have to look to Campaign's problems page to see how Bullmore has time to help deal with other people's woes (and those are just the ones we publish). His writing's entertaining, wry, honest and profound and he's as decent as they come.
5. LEON JAUME
Another entry in the offensive hairstyle stakes, the softly spoken Jaume likes the quiet life. He prefers listening to funny stories and smiling, preferably over lunch in The Ivy, to disseminating malicious gossip. The energy some would divert to negative tittle tattle, Jaume consistently reserves for his canny commentary on horse racing - his favourite hobby.
6. JIM KELLY
Kelly's sparkly blue eyes light up with a welcome enthusiasm, no matter how lowly the person he is speaking to. Utterly approachable, Kelly always maintains a polite outlook and even temper. He prefers listening to pontificating. What you see is what you get.
7. TOM CARTY
The creative-turned-director likes the quiet life, but the few who know him well speak of a very humble, yet unlimited, generosity.
8. STEF CALCRAFT
At the helm of one of London's most successful agencies, you'd expect Calcraft to be hurried and self-important. But that couldn't be further from the truth. With a straightforward sense of humour, it's always easy to talk to Calcraft - much the same as with his sister-in-law, Helen, who takes the number two slot in this list.
9. JIM CARROLL
You wouldn't necessarily know that Carroll is Bartle Bogle Hegarty's deputy chairman because his humility means he never throws his weight around. Those at the agency, however, testify that he's extremely considerate of other people's needs.
10. ARCHIE PITCHER
Having just retired as the executive director of the IAA's UK chapter, his over-crowded leaving do this summer testified to his universal popularity. No-one ever has a bad word to say against this old school gentleman.